BUYING MOTIVES
IN
WOMEN'S HOSIERY
by
John Baptist Savoca
SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE DEGREE OF
BACHELOR OF SCIENCE
at the
MASSACHUSETTS INSTITUTE OF TECHNOLOGY
(1952)
Signature of Author.
Dep
Certified
by.
......
tment'of guiness and Engineering
Administration
..------
Thesis Supervisor
3 Ames Street
Cambridge, Massachusetts
May 12, 1952
Professor Joseph S. Newell
Secretary of the Faculty
Massachusetts Institute of Technology
Cambridge 39, Massachusetts
Dear Sir:
In accordance with the requirements for graduation,
I herewith submit a thesis entitled "Buying Motives in
Women's Hosiery".
A3in~gerely, yours,
John A. Savoca
TABLE OF CONTENTS
LETTER OF TRANSMITTAL..........,***.*..***.*.......
TABLE
i
OF CRARTS...................................11
INTRODUCTION.......................................
SCOPE AND
1
LIMITATIONS........*.*.*...................
8
CONCLUSIONS AND RECOMMENDATIONS....................... 12
PROCEDURE..*.
.**
.
*.*
.
** .
*
. ****
........
*
*0Cc
25
Informal Investigation & Situation Analysis......
26
Planning the Investigation....................... 28
Securing the Information......................... 40
Assembling, Organizing & Classifying Data........ L2
46
Analysis & Interpretation....*...................
Preparation of Report.........................*47
Follow-up.....4.........l........................
FINDINGS...............
~
APPENDIX A:
C.............
47
48
.............
81
TABULATIONS..................*............
Part I.... By Totals..............................
82
Part II...By Age Groups..........................
99
Part III..By Marital Status...................... 1
21
APPENDIX B: COMPARISON OF CENSUS AND SAMPLE DATA......138
APPENDIX C: QESTIONNAIRE.............................13
AP ENDIX D: BIBLIOGRAPHY..............o...-.... .......
15
0
0&M
TABLE OF CHARTS
Page
1. Census versus Sample Age Groups....................
43
2. Census versus Sample Marital Status...............
44
44
3. Census
versus Sample Employment Status........
Question 1. Was the Last Hosiery You Purchased
Sheer, Semi-Sheer, or Service Weight? (By totals,
by age groups, by matital status)..............
51-
5. Question
6. Question
2. What Brand Did You Buy? (By totals)...
7. Question
4. What Store Did You Buy These in? (By
53
3. Why Do You Like This Brand? (By totals,
by age groups, by marital status)................. 55
t
otals)......................4,0
.
*.00
5
.0..0
7
8. Question 5. WhY
Did You Buy in This Store? (By
totals, by age groups, by marital status).........
tot
9. Question 6. Did You Buy Any Other Item When You
Bought the Hosiery? (By totals, by age groups,
by maiital sau).............--.61
59
10. Question 7. Did You See the Hosiery You Bought
Advertised in Radio and TV, Magazines, or Newspapers?(By totals, by age groups, by marital status)6 2
11. Question 8. Did You Plan to Purchase These When
You Entered the Store? (By totals, by age groups,
by
marital
status) .
64
................................
12. Question 9. What Points Do You Consider Most Important in Buying Hosiery: Style and Fashion, Price,
Wearability, Fit? (By totals, by age groups, by
marital status).................................-
-
13. Question 10. What Price Did You Pay for These
Stockings? (By totals, by age grouos, by marital
s t atus) . . . . . . . . . . . . . . - - - - - - -
66
68
14. Question 11. Would You Have Bought the Hosiery If
the Price Had Been 20. Higher? (By totals, by age
groups, by marital s-atus)........................
15.
69
Question 12. Do You Associate Quality in Hosiery
with Wearaoility, Price, of Appearance? (By totals,
by age grou-s, b- marital status)................. 71
16. Question 13. Did You 3uy These Stockings for a
Special Occasion? (By totals, by age groups, by
marital status ).....-.-.--- ------*
*.. .
.
17. Question 14. Was the Color Chosen for a Snecial
Costume? (8y totals, by age groups, by marital
status).................................,.......~
73
74
18. Question 15. Do You Ever Buy: Mesh Stockings,Fancy
Heels, Clocks, 3utterflies, Rhinestone Trims, or
Seamless? (3y totals, by age group-s, by marital
status)........................................,,
76
19. Question 16. Do You Wear Stockings in the Summertime: Always, Sometimes, Never? (By totals and by
age
20.
groups)......................................
,uestion 21. 'Vhat Does Gauge and Denier Mean to
You? (3y totals and by age group).................
78
80
--
-- -.i-
INTRODUCTION
INTRODUCTION
The hosiery industry, at the present time, is faced
with the problem of a buyers market for the first time in
many years. During World War II there was a very considerable shortage of nylon hosiery. The manufacturers did not
have much difficulty in selling whatever hosiery they produced. At the end of the war, there was an excessive demand
for nylon hosiery. This resulted in a growth of hosiery
manufacturers, thus expanding the field. In 1949 the demand of the war years slackened off and the hosiery industry found itself overexpanded. However, the commencement
of the Korean war brought another upsurge in demand. At
the present time the demand has again slackened off.
The consumer once more is in a position to pick and
choose. The hosiery manufacturer must have the foresight
ard knowledge to produce what the consumer wishes to purchase. He must sell his stockings in the most effective ways
possible, whether it be through advertising, constmer education, better manufacturer-retailer-consumer relations, or
improving his product in order to make it more attractive,
efficient, or economical.
Every year approximately 1,600,000,000 pairs of stockings are sold.
The hosiery manufacturers have the capa-
1. Aber, C.E., Women's Hosiery--Some Recent Market Trends,
p. 2.
city to produce more. They want the women consumers of
America to purchase more. In recent years, hosiery has
been made sheerer and sheerer. Stocking colors have become more varied, and there have been attempts to persuade women to wear hosiery in shades of red, blue, yellow ard green to complement various costumes. At present,
stockings are being manufactured with various fancy heels,
butterflies and other small figures, clocks, ankle bracelets, sandal feet, rhinestone, aid
beaded trims. They
are nand painted, initialed, woven in lace and mesh
weaves, made with dark seams, or seamless. There are
stockings in short,medium,and long lengths for heavy or
normal legs. There are stocking colors which are especially created to harmonize with costume colors.
The hosiery manufacturer and retailer tell the consumer about the attributes of their stockings through
ads, window displays, and, at the actual point of sale,
through salesgirls and counter displays. They want to know
if the attributes which are part of their product are
the ones which will motivate the most sales. They want
to know why women buy certain hosiery.
My thesis is an attempt to solve this problem. The
scope and purpose of my thesis will be discussed in separate sections. I would like to mention here the past ex-
-
"I'l
perience I have had which has enabled me to successfully
complete a thesis involving Market Reaearch. I have spent
four years in the Department of Business and Engineering
Administration, and I have taken courses in Marketing,
Sales Promotion, Economics, and many others. These have
helped me in my thesis work.
I would also like to acknowledge those persons who
aided me in this work. My appreciation and most sincere
thanks are due many. To Mr. L. Ecker, of the Columbian
Purchasing Co., who first interested me in some of the
problems of the hosiery field, for his willing and able
indication of the ways to solution of the problem; to
Professor T.M. Hill for his interest in my development;
to Professor J.S. Cross and Mr. D. Sohon, I express my
appreciation not only for their academic assistance out
also for their personal encouragement. Finally, to Miss
Joyce Maney and Mr. Ted Zembal,to whom I am deeply
grateful for the time they spent helping me to accomplish
the many details which are attendant upon thesis writing.
Their assistance enaoled me to enlarge the scope of my
thesis.
PURPOSE
6
PURPOSE
In the introduction to this thesis various attributes
of woments stockings were mentioned, including fashion
innovations, style factors, elements of fit, and weight.
It was also mentioned that thle hosiery manufacturers
wanted to know the relative importance to the consumer
of these attributes.
In
other words the "why" of consumer
preferences.
This thesis is
an attempt to answer,
in part,
the
reasons why women prefer one stocking over another. It
is also intended as an investigation into whether certain characteristics of women, such as age and marital
status, showed any trends toward particular preferences.
In order to clear up the "why" problem
it was felt that
the purpose of this thesis should be to uncover what a
consumer does,
what she would do,
about stockings.
It
and what she thinks
was hoped that the thesis study would
throw some light on defects in hosiery and reveal consumer demands by finding out what is in the mind of the
consumer.
A more fundamental reason for this study and thesis
work was to give to the author experience in organizing,
conducting, and drawing reasonable conelusions from a
marketing research project. It was an opportunity to put
into practical use the theoretical knowledge which has been
acquired during four years of study.
Finally, it is hoped that this thesis, despite its
limItations, will prove valuable to those in the hosiery
field, whether manufacturers or retailers. Because the
subject is very broad and deep, it was impossible to offer an all-inclusive answer to the problem. The author
realized there was little information on buying motives
in women's hosiery, and therefore he decided that his
purpose would be to gain broad, general information on
a variety of subjects rather than specific, detailed information on one factor of consumer motivations. Thus,
this thesis will perhaps serve as a starting point for
other surveys of a more specialized nature.
SCOPE AND LIMITATIONS
9
SCOPE AND LIMITATIONS
The range of activities involved in achieving the
purposes of the thesis included: reading background material, writing a personal interview questionnaire which
would cover a broad range of topics which the author felt
were important, tabulating data, and,through inductive
reasoning,drawing conclusions. How these activities were
accomplished will be found in
the section called pro-
cedures.
The scooe of this problem was necessarily limited
by many factors. An evaluation of the deficiencies of
onets work is a difficult task, but the author feels that
certain factors should be taken into consideration:
1. The author included only those factors which,
after considerable research, he felt were most
important. Since the subject is both broad and
deep, it was impossible to develop an all-inclusive questionnaire, considering the authorts
limited background and the time-limits necessary for personal interviewing.
2. The author t s experience in marketing research,
both practical and theoretical, is limited,~and
he had to learn as he went along.
3. It is impossible to make indisputable conclusions
10
and recommendations when a survey is concerned
with people's underlying and sometimes unconscious
motivations.
4.
This survey covered a female sample from the metropolitan Boston area. Because of conditions in downtown Boston, it was impossible to take a random
sampling.
Therefore,
the only check of the represent-
ative qualities of the sample was the U.S.
Bureau
of Census.
5.
Age groups were estimated by the interviewer. It
is possible that some estimates were slightly incorrect.
6. The
interviewer had to rely on the thuthfulness of
the respondent. This means he could never be positive he was getting absolutely honest answers to
the questions asked.
7. It
is possible that the two interviewers evoked
different responses from their verbalizations of
the questions, although the questionnaire was carefully discussed and practiced before the actual
interviewing.
8. The questions were asked over a period of two weeks.
This may not have been long enough to insure an
even distribution of all those from the metropoli-
tan Boston area who shop downtown.
9. The
questioning was done in broken periods from
two to three hours. This could have orevented the
author from securing a continuous, representative
sample.
10. Metropolitan Boston is an industrial New England
city with little rural population. It has a higher
percentage of service, clerical, and industrial
workers than the average city. The survey, therefore,
cannot be applied to the country at large
with any degree of safety,
11. Statistical data at best is only a rough approximation of the truth. It is important to remember
that the results can only oe as reliable as the
underlying data itself.
If the author had the time, facilities,and resources,
his thesis could, of course, have been more valuable.
As it stands, the scope of this thesis, while limited, may
still be of use to the hosiery industry, and certainly it
was of use in developing the authorts ability to plan
work ard
carry it through in a practical manner.
'a'
CONCLUSIONS AND RLCOMMAENDATIONS
CONCLUSIONS AND RECOMMENDATIONS
The following notes are included here to clarify
the understanding of this section:
1. Specific percentages can be found in both Appendix A and Findings.
2. Not all results were included in this section;
only the more significant results were included.
For more detailed results see Findings.
I
*14
Conclusions:
The majority of women in the study wore sheer
stockings. Almost all the women remembered
what type they bought. Only a small percentage did not. There was hardly any confusion
of terms being used. The percentage of women
wearing sheer decreased as the age increased.
This decrease in the older group's was countered by an increase in semi-sheer and service weights. About the same percentage of
single and married women wore sheer. It would
appear that the preference.for sheer, semisheer, or service weight depends mainly on
the womants age group.
Recommendations:
Those in the hosiery business should be
aware of the percentages who wear the various weights of stockings.
By offering the
right amounts of each type of stocking they
could utilize fully the demands of all age
groups. If the stores which stock hosiery
have a clientele of a definite age group or
groups, they could vary their percentage of
stock.
Conclusions:
The attribute which women demanded most frequently and considered the most important
in buying hosiery was wearability. It was
the major reason why they liked a particular
brand,
and it
was most often included in
their defintion of a quality stocking.
As
the age increases, the desire for wearability became more importqnt and also became a
more frequent definition of quality. The
matital status had little
effect on the de-
sire for wearability. Wearability, all classifications, was far ahead of any o ther attribute. A rather high percentage of women
bought mesh stockings for their wearing
qualities.
Recommendations:
Manufacturers and retailers should find
this an important conclusion and become more
conscious of the wearability factor. In all
their selling activities--advertising, window and counter displays, sales talks, informative labeling, and pamphlets--they should
stress the wearability of their stockings to
a greater degree. The manufacturer could make
a greater attempt to increase the wearability of his product. However, the author realizes,
and this questionnaire pointed out the fact
I'
that women desire a sheer stocking which is,
at the present time, impossible to produce
with any guarantee of wearability. This points
to a definite need for consumer education,
so that women will know what weight stockings
will give the desired wear and how to care
for their stockings in order to get the most
wear from them.
Conclusions:
Appearance ranks as the second most important factor which women like in
a particular
brand. As an attribute of a quality stocking,
apearance
also ranks quite high, second to
wearability. However,
woren rank wearability,
fit, and price as more important than appearance when they buy hosiery. This seeming contradiction can be partially explained by the
wording of the question which asked which
points the consumer considered most important--the words "style and fashion" were used
instead of "appearance". This may indicate
that women care what the stocking looks like
but are not interested in style and fashion
features. As could be expected, the younger
groups were most interested in appearance.
This interest decreased as the age increased.
Those who were single and married gave more
weight to appearance than did those who were
widowed or divorced. To return to question 1,
the large percentage who interested in sheer
indicates that they were interested in appearance.
Recommendations:
The survey
shows that the appearance of
the hosiery--a good looking stocking rather
than one with fashion features--should be
considered important. It appears, at the
present, that hosiery manufacturers and retailers are aware of the importance of appearance. In fact, in many ads and counter
displays too much importance, perhaps, is
placed on appearance.
Conclusions;
Few women buy different stockings for a
special occasion. A larger percentage chose
the color of their stockings to match a
special costume. Neither of the percentages
was as high as could be expected.
There is
no appreciable difference by age and marital status for women who buy for a special
occasions There was a noticeable lack of interest in those widowed or divorced for buy-
18
ing colors for a special costume. Such fashion
innovations as clocks, butterflies, and
,rhinestone trims attracted a very small percentage of those interviewed. The fashion
factors which have won a greater degree of
acceptance are fancy heels and seamless
stockings. The preference for fancy heels
declined as the age increased. Those
65
and
over bought only in one classification--fancy heels.
Recommendations:
At the present time, there is a good
percentage of women who buy fancy heels and
seamless stockings. There seems to be a potential market to which these fashion innovations can be stressed. However, more radical innovations seem to gain little acceptance. It is difficult to deduce whether this
negative attitude is a result of poor promotional activities or actual dislike by the
consumer. The fact that few women buy stockings for special occasions leads the author
to recommend that more consumer education
about the suitability of various types of
hosiery for different occasions is needed.
If
the manufacturer and retailer wish to
sell more stockings they could perhaps stress
color in hosiery as a vital part of fashion
and as being essential for a well-dressed appearance.
Conclusions:
The largest per cent of women in
this survey
paid between $1.00 and $1.24. An extremely
small percentage of women could not remember
what they had paid. The author concludes that
all women are price-conscious to some degree.
A little more than half the women would have
bought the same hosiery if the price had been
20% higher. This means that these women consider other attributes more important than
price and would not object to the point of
buying a different stocking if the price were
raised. The married women were less willing
to the 20% higher price. A fair percentage
of women said they considered price as -an important factor in buying hosiery. Price was
most imoortantto those widowed or divorced.
Women did not list price as an important reason when asked why they liked a particular
brand.
This ,my be because most brands offer
20
a varied price line. Price did not seem to
enter into a definition of quality in a high
degree. This may be result of thinking of
price in terms of saving money rather than
spending it,
Recommendations:
Price is a factor which should be con-
sidered by hosiery manufacturers. However,
price is not a prime factor. In the Boston
area, there seems to be greater emphasis
on Price cutting and bargains. It may be
possible that such a policy is not too effective.
Because a pair of stockings never
amounts to an overly large expenditure, even
in the highest qualities, price may be less
important than other factors. Perhaps more
manufacturers could produce a stocking in
the .1.00
Conclusions:
to $1.24 range.
Fit was considered the second most important
attribute in buying hosiery. The desire for
a good fit was most important to those single
and least important to widowed or divorced.
Fit was mentioned in only one question, and
there it was an answer suggested by tho interviewer. When the answer was voluntary;
there were few references to fit. However,
when the respondent was reminded of fit as
an attribute her opinion of its importance
was raised.
Recommendations:
Fit is
not often stressed to a great de-
gree when marketing hosiery. The consumer
needd to be reminded of the imoortance of
fit as an attribute of hosiery.
Conclusions:
About half the women didn't know what brand
they bought. This would seem to indicate a
great lack of brand consciousness. National
brands ranked next in order to the "don't
knows"; store brands were half as large as
national brands.
Recommendations:
The hosiery industry should intensify its
work in trying to get women brand conscious
and to educate them that there is a difference
between brand stockings.
Conclusions:
The majority of women bought their stockings
in department stores. The reason they bought
their hosiery in
any particular store was l
largely habit and convenience. This seems
to show that women buy mainly out of allegiance to a store rather than shopping around
for the best values. This relates to their
rating of price as a less important factor.
A little more than half of the women shop
for hosiery alone. The rest buy other items
at the same time. As the age increase, the
percentage who buy other items at the same
time increases. Those single shopped more
often for hosiery alone. Mostof the respondents planned to purchase hosiery before
they entered the store. This would exclude
any high percentage of impulse buying among
hosiery customers. The percentage of impulse
buyers is large enough to be considered, however.
Recommendati ons:
Those in the hosiery industry should be
aware that women plan to purchase before they
enter a store and selling messages should reach
them before this point. Manufacturers should
also endeavor to get their hosiery into department stores as well as specialty shops,
for it is in the department store that the
majority of women buy their stockings.
Conclusions:
The greatest percentage of women did not see
the hosiery they bought advertised anywhere.
For those who did see hosiery advertised,
newspapers were the most effective media.
Magazines and TV were respectively lower. The
percentage who buy in a particular store because of the advertising it does is extremely
low. For those who did not plan to purchase
hosiery when they entered a store, counter
displays were the maost effective inducement
to purchase.
Recommendations:
These results may possibly indicate that
hosiery advertising is not as effective as
as it could be. The author feels that the
results may point out a need for a greater
development of consumer research which will
guide advertising to a proper exploitation
of its potentials.
Conclusions:
A little more than half the women always wear
stockings in the summertime.
A small percent-
age never wear them in the warm weather. The
rest wear them sometimes. There is a definite
relation between age and how often women
wear stockings in warm weather. As the age
increases, the sometimes and never answers
decrease and the always answers increase. Aiiong the younger people many feel that it
is proper to go barelegged in summer.
Recommendations:
Perhaps the hosiery industry could sug-
gest to the consumer that she is not correctly dressed without stockings. This might retard the growing trend of not wearing stockings in the summertime.
Conclusions:
The highest percentage of women thought gauge
and denier meant sheerness and threads per
inch. The next highest percentage did not
know what the terms meant. Only a very small
percentage knew the correct technical meaning.
The highest percentage of dontt knows were
in the
Recommendations:
65
and over age group.
Gauge ar
denier are inDortant terms in
describing hosiery. Manufacturers and retailers should realize that consumers need
more education on technical hosiery terms
so they will know how to purchase exactly
what they want,
and thus will not be disap-
pointed in the attributes of the hosiery
they buy.
PROCEDURE
25&
PROCEDURE
Marketing research, in order to be successful, should
be organized in logical steps which follow each other in
methodical manner.
in this thesis.
a
Such an organization has been attempted
The method used encompassed the following
basic steps:
A.
Informal investigation and situation analysis
B.
Planning the investigation
C.
Securing the information
D.
Assembling, organizing and classifying data
E.
Analysis and interpretation
F.
Preparation of Report
G.
Follow-up
I,
2(9
A. INFORMAL INVESTIGATION AND SITUATION ANALYSIS
In order to get a feel for the particular problems of
the hosiery industry, a preliminary, rapid examination of the
data available from printed sources was made. The author
talked with people in the industry, those who manufacture
and those who sell hosiery, thus gaining valuable insight
into the field.
This investigation revealed that one
of the most interesting oroblems of hosiery retailers and
manufacturers was the reason why women buy hosiery. During
the war it was not necessary to delve carefully into buying
motivations because nylons were so scarce. In the past year,
competition has increased tremendously, and hosiery manufacturers and retailers have become more interested in selltheir product. Much of the hosiery industry's advertising
of late has featured fashion innovations to arouse the womanconsumer's interest in buying more hosiery.2 The hosiery industry wants to know if such appeals are effective, and, if
not, just what makes a woman buy a certain stocking rather
than others.
1. The author spoke to Mr. L. Ecker, statistician, MKM Mills,
Miss A. Daniels, Mrs. M. Thorton, managers, Ring Clear Hosiery Store, Mirs. D. Roark, owner, Specialty Store, Mr. B.
Gordon, owner, MKM Mills.
2. The author rea. ads on hosiery in a large variety of magazines and newspapers over a period of several weeks.
2r
Upon continuing the situation analysis, it was discovered that there was little information on what effect product characteristics, consumer characteristiday and market
characteristics had on the motivations to buy hosiery.
Be-
cause of the exhaustive nature of a thorough study of all the
trends in the hosiery industry, the investigation was limited to a study of other consumer surveys and a brief history of stocking fashions,
output,
and sales.
It is believed
that a thorough investigation of what data was available was
made.
After this examination, it was decided that one of the
most valuable and profitable problems to survey was buying
motives in women's hosiery.
its
B. PLANNING THE INVESTIGA TION
After the preliminary investigation had been made,
the problem was defined.
a survey operation.
It
was now necessary to plan
There are many different ways of
obtaining information for a survey, such as observations,
mail questionnaires, telephone questionnaires and personal interviewing.
In this problem, the author decided
to use personal interviewing.
Personal interviewing is
cheaper, because the author could do it himself, and the
percentage of answers to such interviews is usually high.
It also permits the interviewer to vary his approach for
different types of people, thus enabling him to judge the
characteristics of the person and at the same time get the
fullest value from each interview.
Ther interviewer can
size up the reaction of those answering, and, if necessary, reword a question in order to secure the maximum
information from each.
The greatest disadvantage of this
type of interviewing is that it sometimes has to be done
in haste.
The type of information which was considered desirable
was:
1. What a person is or does (characteristics, behaviour)
2. What he knows (knowledge)
3.
What he thinks (attitudes)
By getting these three types of information it was
ffelt that the author could better delve into the many motivations behind the purchase of a pair of stockings. The
motivations could not be secured by simply asking the question "why?".
There are so many things; habit, supply,
predelictions, and other factors which contribute to the
decision to purchase.
Thus, in order to know some of the
reasons, it is necessary to get at some of the individualis
characteristics (age, social backgnound, marital status,
economic position), the knowledge of the product she pose
sesses, and what her attitudes towards the product's attributes are.
In order to achieve the goals of this study, which were
mentioned in the scope, it was necessary to determine a
proper sample to interview.
A correct sample is
required
because the examiner wishes to obtain a proper cross section of all the people concerned in the proolem.
It
was
hoped that the attitudes and opinions of the sample members
ould be representative of the whole population.
In
considering what the sample should be, it must be kept in
mind that the author was faced with limiting ffactors of time
and distance.
The population which could be reasonably stu-
died was necexsarily in the immediate
area of Boston.
Due
to the limitations already mentioned, downtown Boston was
chosen as the area in which the survey would be taken .
~30
Specifically, the area covered would be in and/round
Washington Street and Sumner Street, and along Tremont
Street.
Because this area is so thickly traversed, a
mixture of people from all the outlying areas and of
diverse backgrounds would be found in
this area.
The
time of the survey was to be varied in order to get a
more representative distribution of those who bought in
Boston stores.
It is realized that this possibly does
not give a true miniature of theitotal population under
study.
However, it was believed that the characteris-
tics of those interviewed could be checked with census
figures which would, to a certain degreeshow their representative qualities.
a random manner.
The sample was to be chosen in
It was originally planned to ask one
out of every three women who passed by.
This proved
impossible, and will be discussed under the section called
SECURING THE INFORMATION.
Certain characteristics of the population were known,
such as percentages by age, marital status, and occupation.
These figures were secured from the U.S. Bureau
of Census tables. (See charts in Appendix C)
factor was controlled.
The age
No girls below fifteen were ques-
tioned, and after the survey had progressed, checks were
to be token according to the percentage of women in each
age group.
The sample taken was as large as possible.
It
is
realized that a larger sample might very well be more accurate.
However, the comparison of the population data
with the corresponding sample data shows a close correlation.
Such a test cannot be construed as a fool proof
check, but does give some indication of accuracy.
TLhe next problem was to draw up the questionnaire, of
a personal interview type, which could be used to question
the sample group, and which would throw some light on the
aggreed upon problem. It was necessary to formulate ques;ions which would get behind the first-degree
reason for
buying stockings (because they need them); which would
delve into factors of preference.
Problems which confront
the questionnaire writer.include such considerations as;
How many questions should there be?
Just what questions
should be asked? How shall the subject be introduced?
How can the questions be phrased so that they will permit
What questions should be asked
1.
about the person's characteristics?
little misunderstanding?
The characteristics of a product must be thoroughly
understood before the questionnaire can be formulated.
Attributes such as size, shape, color, utility, price,
technical knowledge and characteristics of style bear on
the formation of effective questions. The author was not
L. Bradford, E.S., Marketing Research, p. 163.
too familiar with some aspects of women's hosiery.
A
woman's viewpoint was considered necessary, therefore,
the aid of a friend was used to familiarize the author
with the possible attitudes that women might have towards
buying hosiery.
How many questions should there be?
Because of time limitations, it was necessary to restrict questions (there were numerous possibilities) to
those which could be answered in a period of between five
and ten minutes.
Just what questions should be asked?
How should the ques-
tions be phrased to permit a minimum of misunderstanding?
In what order should the questions be asked?
Vhat ques-
tions should be asked about the person's characteristics?
The questions were arranged in an order in which the
author could foresee the least difficulty in answering.
A series of questions were placed at the beginning which
would direct the respondent's train of thought to her hosiery buying habits.
It was thought that by building up
a correct pattern of questions
the respondent would be
better prepared to answer the more important motive questions.
The questions were formulated after studying advertising appeals, manufacturers and buyers opinions on wha#
factors motivate preferences, and after discussing hosiery
appeals with women acquaintances.
Whether these questions
33
were effective or not could not be judged until the
questionnaire was pre-tested.
This pre-testing would
also aid in phrasing the questions f or a minimum amount
of misunderstanding and loss of time.
After the questionnaire was pre-tested it was reworded.
This procedure was continued until three drafts
had been made,
The third draft was checked by the
Research Manager of Filene's, Mr. Brown, and by Professor
Cross.
This resulted in a fourth draft which was consid
ered final.
At this point I would like to discuss the actual
choice of questions.
These questions were drawn up to
fincjut what a consumer did, what she would do, and what
she thinks, in order to get at the core of the question
why? .
In the first draft of the questionsthe interviewee
was requested to recall all her purchases of stockings and
give generalized answers to all questions.
This did not
prove feasible, because, in pre-testing, it was found that
women could not co-ordinate and generalize their buying
habits into useful and coherent answers.
For this reason,
it was decided, in the second draft, to ask questions about
the last purchase in the beginning.
come of the later ques-
tions would still be of a general nature.
Upon testing,
it was found that women could recall their last purchase
and make satisfactory replies.
34
The next section will be devoted to discussing the
reasons why these particular questions were chosen.
1. WNas the last hosiery you purchased sheer, semisheer, or service weight?
This first question gets the respondent thinking about her last purchase.
It is a simple question, there
fore it would not antagonize the respondent by making
her think too hard at the outset of the interview.
It
was also worded in order to find out whether there was
any confusion of terms in reference to sheer, semi-sheer
and service weights, and if there was a definite preference for any specific weight.
2. What brand did you purchase?
This follows,
in logical sequence,
the first
question.
It was intended to bring out the significance of brand
names as a motivation, and also to see if there were any
brand preferences.
3. Why do you like this brand?
This introduced a why question rather early, but it
had to be related in the respondent's mind with question
2.
This was the first definite motivation question, and
the motivations were checked with later questions.
The
respondent was free to give a first impulse answer, and
space was left for a long answer.
It
was hoped that a va-
riety of answers would be recieved and also that brand importance could be estimated.
it wadtrictly an opinion
question of an impulsive nature.
3-r
4.
What store did you buy these in?
It was thought at the time that information about the
type of store in which women bought hosiery would be significant.
5.
It
was also necessary to lead into question
5.
What influenced you to buy in 'this store? (or any
store)? Habit and convenience?
Values they offer? adver-
tising?
This was an important motivation question.
Was the
the women consumers' mind primarily on the attributes of
the stocking or did she buy simply because of allegiance
to a store2
6.
Did you buy any other item when you bought the
hosiery?
It was hoped that this question would indicate how
many women shopped for hosiery primarily
and whether the
motivation to buy hosiery is sbrong enough to induce a
special shopping trip, or whether hosiery buying is simply
incidental during a shopping trip.
7.
Did you see the hosiery you bought advertised on
Radio and TV, in magazinesor in newspapers?
The author
sought to find out how much of an effect advertising has
on women's buying motives and also which advertising media
are the most effective.
8. Did you plan to purchase hosiery when you entered
3(6
If not, what caused you to buy them? Window
the store?
displays? Counter displays? Other?
The author wished to find out how often hosiery buying was motivated by an impulse.
If impulse, the question
was so worded that it would rate the effectiveness of window and counter displays.
9. What
points do you consider most important in
this was a straight motivation question
buying hosiery?
with answers to be suggested by the questioner.
it was
a check on the general answer in question3, and it would
give relative values to the attributes which the hosiery
industry felt were important.
10. What price did you pay for these stockings?
This question would show to what extent women were
price conscious.
Also, it would reveal trends toward
lower or higher priced stockings.
11. Would you have bought the hosiery if the price
had been 20% higher?
If women were highly price-conscious, to the point
where price was a strong motivation, this question would
reveal such tendencies.
12.
Do you associate quality in hosiery with weara-
bility, price,
or appearance?
The author wanted to find out if women thought of a
really fine stocking irerms different than she did of
thestockings she ordinarily wore, or if her motivations
were always the same.
A limitation of this question was
the possible difficulty in' defining "quality".
13. Did you purchase these for a special occasion?
Are women motivated to buy different stockings for
a party, a shopping trip, or for work?
Are they motiva-
ted to buy a new pair of stockings for something special?
34.
Was the color chosen for a special costume?
Will colors motivate a woman to buy more stockings?
Does she wear different stockings with different clothes?
How important is
the "byle factor in buying stockings?
15. Do you buy mesh stockings, fancy heels, clocks,
butterflies, seamless, or rhinestone trims?
This was formulated to find out
yh
ether women actually
buy stockings which have fashion innovations, and also
how many buy out of the ordinary stockings ,
such as mesh
and seamless.
16.
Do you wear stockings in the summer time
-
al-
ways, sometimes, never?
!he
author wished to find if there was a trend away
from stockings in the summertime or in warm climates. It
would be significant to see whether women still feel it is
not correct to go barelegged.
The next four questions were characteristic quest ions
which could be used to check the sample against Census percentages.
17.
How many are there in your family including
yourself?
18. Are you single - married (widowed, divorced)?
19. What is your occupation?
20. What is the head of the household's occupation?
It was the interviewer's responsibility to determine
the respondent's age, since such a question cannot be
asked with any large degree of success.
21. What does guuge and denier mean to you?
Gauge and denier are important terms in describing the
attributes of stockings. How many women knew what this term
actually means?
.he questionnaire, in finished formcontained twenty
one questions, some with more than one part.
It is realized
that such a questionnaire is lengthy, but the questions
were
'trded so they could be asked in the most rapid manner
possible, and were carefully pretested to prevent misunderstanding.
How shall the subject be introduced?
There were two interviewers - the author and an assistant.
At first it was decided that one out of every three
passers-by would be interviewed.
However, upon attempting
thi.s, 1pny difficulties were encountered.
There were far
353
too many women about to enable keeping an accurate count
of one out of every three.
It was also impossible to
stop women when they were moving on the street.
The in-
terviewers concluded that they would question women where
they were temporarily stopped, in front of window displays
or in store doorways.
this method proved more fruitful.
The approach to be used was, "Pardon me madam, Erm
doing a thesis at M.I.T. on woments hosiery, and Ild like
to ask you a few questions that won't take long.".
If
the woman hesitated the interviewer was to add that the
questions were not of a personal nature, and repeat once
more that it would not take too long.
C.
SECURING THE INFORIATION
During the actual interviewing, the interviewers
found it expedient to change and reword some of the
questions.
Because the questionnaires were already prin-
ted, these changes were made verbally.
The changes ap-
pear in printed form in the fifth draft in Appendix C.
In general, the planned introduction worked well.
It was found, however, that "Pardon me madam, I'm from
M.I.T., and I'm doing a thesis on why women buy hosiery.
Itd like to ask you a few questions", was even more efective.
If the woman hesitated the interviewer asked the
first question and usuAlly was permitted to continue.
Some of the women gave the impression, towards the end of
the interview, that it was too lengthy.
The majority
seemed pleased and interested in the survey,
too the
point where they took up too much of the interviewers'
time in comments and advice.
As has been mentioned, arandom numerical sample
could not be taken.
For this reason, the interviewing
was taken in periods of two to three hours over two weeks.
SCIEDULE
Monday
ruesday
Wednesday
Thursday
Friday
Saturday
afternoon
morning
morning
noon
morning
morning
evening
evening
afternoon
afternoon
afternoon
The areas were selected in
an attempt to give dif-
ferent income groups, and the interviewers shifted positions during the questioning periods. In this manner it
was felt that
the chance of getting a more representative
sample would be possible because it was thought that the
wide selection oidays and hours would capture most of
those who normally shop in the downtown area.
It was seldom necessary to re-define the questions
because it was found they were worded clearly. If
the
respondent was allowed to read the questionnaire it was
found that the questioning proceeded more rapidly.
Generally, the questionnaire proved a successful
means of securing the desired information.
41
42. q
D. ASSEMBLING, ORGANIZING AND CLASSIFYING DATA
After the questionnaires, 253 in all, had been taken,
the next step was to bring all the material together,
organize it, classify it, and then draw logical findings
and conclusions. This involved a series of steps which
include:
Editing data
Testing sample
Tabulating data
Editing data
The editing was done to check for errors and omissions
in the questionnaire and t'o check for any misunderstandings.
This was done after each group of interviews had been made.
Testing sample
The sample was tested for proportionality against
the U. S. Bureau of Census data. The first test was for
ager (See Chart 1.) The sample age groups were
close to
the Census percentages. The largest errors were in the
25-34 group which was plus 5
and in the
65and
over
group which was minus 4.2%.
The marital figures had errors of plus 11.4% for
single, minus
or divorced.
5.4%for
married, minus
4.0% for
widowed
43
CHA RT
CENSUS 4AGE GROUPS
Vi RSUS
-SAMPLE AGE GRPOUPS
30
25r
Ct~NSuS
SAMPLE
15-24
25-34
45-44
45'-64 "
650'Aovet
CHART 2
CENSUS MARWITAL STATUS
VERSUS
STATUS
SAMPLE MARITAL
re0
CENsus
SAM PLE
40
30
20
10
0
SINGLE~
wa 00WI0 OR DOVORCCO
MARRI D
CHA RT
CENSUS
.SAMPLE
E'MPLOY MENT
STATuVS
EMPLoYMrNT
STATU S
Vri~svs
"60
orwfrI Nor
RrPOftrfo
REtR ED OR
UNALE
:
50
HOUSEWEFE
E~MPLOYEOD
IN LABOR FORCE *
-*(uivc'mpL'oye7o .E90ALS
.17-S
*
NOT IN LABOR FORce
.7. C
NaELIGiseL)
Tabulating data
Tabulation was first done generally on each question
in order to totals. The next was a cross-tabulation by age
groups and then by marital status. All these figures were
cross-checked and carefully classified. The complete tabulations may be found in Appendix A.
E. ANALYSIS AND INTERPRETATION
After all tabulations were completed, analysis and
interpretation was done. By studying the tabulations the
author could arrive at the relative weight of the information,
and how it could be used to solve the problem. In this
analyzation some of the various classifications of motivations
were narrowed into major reasons. From the tabulations and
general classifications of what was importAnt,
summary graphs
were made up and are included in the findings. After the
graphs had been drawn up, they were studied and interpreted.
Results of this interpretation are include in the findings.
F. PREPARATION OF REPORT
The report was prepared in accordance with thesis
regulations. The first step was to outline the material.
Then the scope and purposes of the investigation were developed. Then the description of the method and procedure used
was written up. The graphs were included in the findings and
the tables in the appendix. Finally, from the results in the
findings, conclusions and recommendations were drawn up and
placed in the beginning of the report.
G. FOLLOW - UP
The author regrets that an extensive follow-up of
his thesis was not possible.
Due to limitations of time,
distance, and money, his thesis could not be presented to
those in the hosiery industry who might find it helpful.
FINDINGS
49
FINDINGS
The following notes are included here to explain
the use of the FINDINGS that follow:
1. If the total percentage to a given question is
greater than 100%, some persons gave more than
k
one answer to the question.
2. Only significant results will be included in
the FINDINGS.
3. For a complete list of every answer to every
question see Appendix A.
4. For
accurate percentage used on charts (graphs)
see percentages for a given question in Appendix
A.
50
QUESTION 1. WAS THE LAST HOSIERY YOU PURCHASED SHEER,
SEMI-SHEER,
OR SERVICE WEIGHT?
The results of the question show that the majority of
women in the sample wear sheer (54.2%) or semi-sheer (30.8%).
Only 14.6% wore service weight. Most of the women remembered
what type they wore. Only
.4%didntt
remember. There seems
to be little confusion in terms which are descriptive of
weight among the women in this sample.
As could be expected, the 15-24 age group wore mostly
sheer (73.5%), and as 'the age increased, the percentage of
sheer decreased, while semi-sheer and service weights increased. Among the three younger groups there was little
percentage difference in those who wore sheer (11% difference).
From the
44-65
and the
65
and over age groups the percent-
age who wore sheer declined considerably, being 33.8% and
24.0% respectively, while semi-sheer and service weight
went up.
Both single and married women wore a large percentage
of sheer, but widowed or divorced wore less. Married wore
55.5,
single
57.7,
widowed and divorced
35.7
per cent.
There is a correlation between the first three age groups
and those who are single. 83.5% of those who are single come
from these first three groups, so the first three age groups
and those who are single both had high percentages of sheer
stockings. This correlation does not follow for the married
CHART 4
QUESTION I. WAS TRE LAT H OSIERY You
PURCHAIED SHEER, $EMI-SHEER, OR SERVIcE
To4ALS
.0
40
20
0
SEMI- SHEER
SHEER
BYeto
SGRVICE-
AGE GROUP
800
so
35-44
40
44-CA
C54to
40
SHEER
SE~Mi-
BY MARITAL STATUS
SHEER
SERVICE'
5INGLE
0
MARRIED
01w*lJ'CE0
SEevi ctE-
S H rr
*-( DoN'T
REMEMBER
EQuALS
.4- %-NEGU4lSLE)
group, because only
57%
of the married group are in the
first three age groups. This fact alone would not account
for the high percentage of sheers among married women. It
would appear that of all age groups those who are married
have a high preference for sheer with the last two age
groups.
It would appear that the preference for sheer, semisheer, or service weight depends mainly upon the womants
age groups.
QUESTION 2. WHAT BRAND DID YOU PURCHASE?
About half the women (49.0%) did not know what
brand they bought. This would seem to indicate a great
lack of brand consciousness. National brands ranked next
in order
(35.6%)
to the dontt knows; stoke brands were
bought in the smallest quantities, comprising only 15.4%
of the answers received.
puESTION
.
WHAr
BRAND
DD
YOU
TOTA.-
40
30
.ao
STORE' SRND
NAnOWAL BEANO
ON'r KNOW
3uy?
QUESTION
3. WHY
DO YOU LIKE THIS BRAND?
Performance ranks first as the reason why women like a
particular brand (49.7%).
This category includes such ans-
wers as comfort, fit, and wears well. (See Appendix A,
question 3 for further breakdowns of answers as given by
respondents.) With the older groups this reply was generally higher.
The cost of the stockings does not seem to play an important role; only 7.1% listed it
as a reason.
The number who didn't know was significant--21%. It
seemed that many women had no particular reason for buying
a brand. This is probably related to the percentage in question 2 who couldn't remember what brand they had purchased.
Possibly women are not conscious of brand names and their
specific attributes.
Appearance as a factor decreased as age increased. With
the 15-24 age group the percentage was high
(30.6%)
compared
to the other four groups.
Cost factors decreased as age increased.
Whether mnaried, single, or widowed-divorced made little
difference in appearance and cost, but those who were married
were more interested in performance than the other two
groups.
It would seem that the performance of a particular brand
CHART 6
UfESTION J. W&Y DO YOU LIKE TIAIS BRAND?
TOTAL S
40
20
APPEARANCE
BY AGr
PERf;VRM4NcE CoST
OTHE R
DON 'T KNOW
GROU P
too
10
APARANCE
PERFORMANCC
Dcw'T KNOW
COS~T
OTiHR
E>Y MARI TA L STATUS
St4GLE~
MARRIC-0
GO
WIDoCE'D
j>iyvdcE7D
AfPEMAWCE
PERFORMANCE
C o6
T
DoN r KtIo' O
OT ficR
was a more important motivation than either appearance or
price.
QUESTION
4..
WHAT STORE DID YOU BUY THESE IN?
The majority of the women (66.0%) bought in department
stores. Both Filendsland Jordaills have very high percentages
of the purchases among department stores, as would be
expected because of the area in which the interviews were
taken. This question has little bearing on motivations in
the author's opinion, except that department stores might
have a larger selection of hosiery from which to purchase.
K
4.ST1N7~jjIP;T
~L 4
AUD
OL
~-1
I
-t
I
70
I-
>4
I
I
4
N,
DF-^OtME"r
I-i
Tott,
sPitc iALty
s1Ae- Orof~
QUESTION 5. WHY DID YOU BUY IN THIS STORE?
The results of this question were not what the author
had originally expected. Habit and convenience were the
main reasons why women bought their hosiery in a particular store (73.5%).
It would appear that hosiery is a con-
venience rather than a shopping item. Women seem content to
buy their stockings in the store which is most convenient
or which is where they usually shop. It must be kept in mind
that the store in which they shop from habit may be so
because of the values they offer.
The reasons were very much the same for all age groups.
The percentage for advertising was very low for all groups.
The values they offer category was low, but considerably
higher than advertising. Hosiery advertising seems to affect the woman-consumer very little.
Surprisingly,
the married group's percentage was low-
est in the values they offer category (25.8%).
'69
CHART 8
9UESTrION 5. WHV DID You BUY IN THIS STORE?
TOTALS
G0
40
NABIT f
COiVENI ENC
ADVE'RTI 6G
VALWE5 T~h+E( YOri4
OFFER
0 0 AGE G~ROUP
REAoNS
15'- 214-
0ro
so
mi
35-44
4
HAblr *
CONVE14IENCE:
ADvonr WG
VALUES THEY
OFrER
BV MARITAL STATUS
:
0ThER
ii4so5ms
SINGLE'
MARREO
co
WI
0wED
40
HAS 1 T
COAVENIENCE
ADVeRTI-SINCN
VALU#rS -EY
OFFeR
OTHER
REAISONS
Co
QUESTION
6. DID
YOU BUY ANY OTHER ITEM WHEN YOU BOUGHT
THE HOSIERY?
The number who shop for hosiery alone is greater (53.7%)
than those who buy other items at the same time. These percentages are quite close, so no definite conclusions can be
drawn.
More of the older groups shop for other things. The
two youngest groups shop more for hosiery alone.
Married and widowed or divorced shop for other items
besides hosiery.
QUESTION 7. DID YOU SEE THE HOSIERY YOU BOUGHT ADVEP.
TISED ON RADIO & TV, IN MAGAZINES, OR IN NEWSPAPERS?
The greatest percentage of women (67.246) did not see
the hosiery they bought advertised anywhere. It is surprising how many women claimed they had not seen any advertising. This question was worded to include any time when the
purchaser could have seen ads of the stockings she had last
purchased.
Newspapers are the most effective media (26.1%). Magazines and radio and TV were respectively lower. The percentage who saw ads in newspapers is high enough to be encouraging to advertisers.
CHART 9
QUESTION G. DID 'YOU BUY ANY OTI4ER ITEM
WHEN YOU 8GH T THE HOSIERY
TOTAL s.
6o
40
NO
YES
DON'T
REMEM SER
AGE GgouP
is- 24
60
3&-44
60
45-.-G4
40,
NO
YES
BY MARITAi.
,
ROMEM6EIt
DoNP' 1
STATU S
-s.
MARRtED
60
1>
elayr
WI oowEfc
40
No
DoN" r
REMEM BER
C2
CHART 1o
;UESTION 7.
DID YOU SEE T14E HOSIERY YOU
ADVER1iSED IN RADIo AND TV MAGAZINES,
BOUGHT
OR NEWS PA PritS
TOTAL S
ToA s
+0
RAD14o 4 TV
SY
MA6AZff4FS
NEWSPAPERS
Dio NOT
SF
AGE GROUP
16' 24
35--44
4
4 '
rv6loKw
0
RADIOLT
&'YIAGAZINE5
By MARMIAL.
so
NEWS PAVPERS
DID WA1r sEE
51rAV 5
StNG.LE
Go
MARIitro
40
WpOWIED
D 146 Wiltr
RADIO 4- -ry
NEWSPAPERS
Dio NoT~ SEC
Os
The highest percentage of women who read newspapers
was in the 65 and over age group (36.0%).
The single women had the highest percentages in magazines (11.4)
QUESTION
and in newspapers (28.9%).
8. DID
YOU PLAN TO PURCHASE THESE WHEN YOU
ENTERED THE STORE?
Most of the women interviewed planned to buy their
hosiery before they went into the store (80.3%). The first
four groups were similar--all had high yes percentages.
65 and over varied from the rest. A lower percentage said
yes (64.0%) and a higher said no (36.0%). The majority
of those who were single (82.6%)
and married (81.3%)
planned to buy hosiery. The percentage of widowed and divorced was smaller.
For those who did not plan to purchase hosiery, counter
displays were the greatest incentive (56.00). For those in
the 15-24 age group counter displays persuaded 80.0% to,
bpy.
64-
CH8ART ii
DiD You PLAN To PURCHASE
WMEN YOU .fNT eRrQ THE' STORE?
pUESTiON
TMI$r
TOTALS
8.
%
YES
NO
BY AGE GRoUP
'~-
a
435-4
40
*5-G
~Vv
4o
20
NO
YES
BY MARir0 L.
sTATUs
51NGLf~
40
w I paire*oo
DIvo
401
NO
QUESTION 9. WHAT POINTS DO YOU CONSIDER MOST IMPORTANT
IN BUYING HOSIERY: STYLE AND FASHION, PRICE, WEARABILITY,
OR FIT?
Wearability, by far, was the most important factor
(67.2%) with fit a second (32.0%). Price with 26.4% has
gained in importance since question 3.
The desire for wearability increases as the age increases.
With increasing age the importance of style and fashion decreases as does price, in general. Fit seems most important
(43.5%) to those in the 35-44 bracket.
Wearability is equally important to married (68.7%)
and single (68.0), less important to divorced. Both style
and fashion and fit are more important to married and single
than to
widowed or divorced. Price is more important to
widowed and divorced. Wearability is the most important
factor for all groups.
c
CHARr la
qUP TION 9. WHAT Potrs no you CONSIOCR MOsT
IMPO?TANT #N BUYINWG HosteltY : sTY.LE' AND FASHION,
PRICE7, WEARABILITY, Fir ?
TOTALS
40
.5TYLE
4
PRICE WEARA1It3ITY
FIT
OTHER
FASHION
AGE~ GROUf
35-44
45-"4
40
WEARAILTY
PRICE
STYLE *
O-AsHI0N
FIT
OTHER
BY MARITAL SrATUS
SINGLE~
U
MARRICD
40
Wt
~o
Diva-CE
&
fASH'ION
PRICE
.STyL
(*
OTER
'Nor
WEARAB giTY
s5oWNT -
evE/sE5
-roo SMALt)
QUESTION 10. WHAT PRICE DID YOU PAY FOR THESE
STOCKINGS?
The largest percentage paid between $1.00 and $1.2k.
(26.5%)
Only a negligible amount couldntt remember how
much they paid.
The age group from 15-24 bought a high percentage
from $1.00 to $1.24. (49.5%) Of those 65 and over,
49.5%
bought in the $1*.25 to $1.49 group.
There seemed
to be no other significant groupings in this question.
QUESTION 11. WOULD YOU HAVE BOUGHT THE HOSIERY IF
THE PRICE HAD BEEN 20% HIGHER?
57%
would pay a higher price.
It is surprising
that such a large percentage would have no negative
feelings about a rise in price.
49% are price conscious
enough to refuse to buy the stocking at a higher price.
The youngest group was most willing to pay more. (61.0%)
The oldest group was least willing. (60%).
The married
women were the least willing from the marital status
classification.
CHART
10. WHAT PRiCE DID VOU PAY'
THESE~ STOCK NGS ?
9XESToN
13
FOR
TOTALS
40
eo
0
A.9
BY AGC
-r
~LJN0ER
4.- I.~4
2 .2r- 1.40 i.l'o - .7I*
7t -*$ CA Tr REMEMEI?
OVFA
rRoUP
25- 34
35-44
45tG4
o~95~ UfIIOE~.
BY MAlITAL
ai-91.24-
&.25
140
4I 500 - L75&
14
+WR
STATU S
.StNGLE
40
W47e
CLo
rC
- 1. - .24.399UOER
EM E
* (CAN'JT R
4
.8- - .74
I-25- 1.49
ELut.LS
.F-Ne
f iBL)
CMART 14
QUESTiON
ei. WOULD YOU HAVE BouGeiT THE
HOsI rRY IF THE PRICE HAD BEEN 201* HIGHER ?
rOTAL S
60
40
20
YES
BY A&
No
GRouP
*0
Yrs
BY
MARITAL
NO
STATUS
SINGLE
MARie-D
DIVoReO
40
20
YES
NO
'T0
QUESTION 12. DO YOU ASSOCIATE QUALITY IN HOSIERY
WITH WEARABILITY, PRICE, OR APPEARANCE?
Wearability,
as in question nine, is far ahead of
other attributes which women in this survey associate
with quality. (+3.1%)
Appearance also ranks quite high,
higher than in question nine.
Price is least important
in the consumer's definition of quality as the attributes of a stocking.
The two older groups were more interested in wearability than the other three.
The youngest group (15-
24) was the most interested in appearance.
The marital status had little
for wearability.
effect on the desire
Thosewidowed and divorced were more in-
terested in price than the other two groups, while those
who were single were more interested in appearance than
married or widowed and divorced.
CHART 15
9UESTION
IN
HOSIERY
DO YOU ASSOCIATE QUALITY
WITH WEARABiLITY, PRIer OR
12.
APPEARANCr
yo
TOTAVMS
to
PRICE
WEARAPtLtTY
BY
APPEARANCE
E
AGE GiRouP
so
40
WFARAStY
LY
PRt IC E
A PPEARANCF
BY MAR ITA L STATUS
SINGLE
so
MARRiO
r0
DEv
cme
40
WFA RA6LrY
.(DON'T
(NOW
PRt c EEQUALS
.8/
APPEAfA WCE
-
NEGL ISILE~)
art
QUESTION 13.
DID YOU BUY THESE FOR A SPECIAL OCCASION?
It seems that very few women buy different stockings
for a special- occasion.
siery for all occasions.
85% buy the same type of hoThere is no appreciable dif-
ference by age or marital status.
The highest pezoentage
who buy for special occasions are in the 15-24 age group,
(18.4%), and'the lowest is in the 25-34 age group.
Those widowed or divorced bought a slightly higher percentage for a special occasion than did the married or single.
(17.8%)
QUESTION 14. WAS THE COLOR CHOSEN FOR A SPECIAL COSTUME?
26.4% of the women interviewed chose their stockings for a special costume.
The others, it is assumed,
bought a neutral shade which would go with all their
clothes.
Those in the 35-44 group had the highest per-
centages of yes answers - (37.5%).
were almost equal.
The other four groups
Widowed or divorced had the lowest
percentage of yes answers. (3.6%).
13
13. DID
VYoU
OCCASION
FoR A SPcCIAL
TOTALS
rHESE
By
?
CHART IG
STocKINCS
]1
60
40
No
YES
BY AV
IS'-Z4
33-44
60
45-64
654OVI
YEs
BY
MARrrAL
STATUS
sinLI
80
MAPRIEb
60
wivoE-
40
0
0I
YE6
74
QI ESTiON 14. WAS THE
cosruME-?
FOR A SPECiAL
TOTA LS
CHART 17
COLOR CHOSEN
1f
60
40
N0
BY A? E
GROVP
80
35-"
60
45-4
45toiu
142
NO
YES
BY MARITAL
STATUS
s1W GL
8,0
O
Di DgKVEOC
20
40
yrs
wo
QUESTION 15. DO YOU EVER BUY ; MESH STOCKINGS,
FANCY
HEELS, CLOCKS, BUTTERFLIES, RHINESTONE TRIMS OR SEAMw
LESS ?
Such fashion innovations as clocks, butterflies and
rhinestone trims attract a very small percentage of
those interviewed.
buy seamless.
29.2% buy mesh stockings, and 14.6%
The only fashion factor which seems to
have won any degree of acceptance. (19.7%)
The age groups from 35-44 and 45-4bought the highest percentage of mesh stockings.
The preference for
fancy heels declined as the age increased.
The first
four age groupswere very much alike on clocks, butterflies, fancy heels, and seamless.
Those sixty five
and over did not buy anything but mesh stockings and
fancy heels.
r6
Ce4AR ,'I
PUESflON M5s D~o YOU EV'CV BUY; M"E6H
STzCiVGS, FAHC( -rL.CLocS ZUTTERFLICS
RHINESIVOI4 TIM5,OR SECAMrss?*
TOTALS f
4
MESM
3RtoNo,
7A
-ELS
CLOUCS
MLES$
BUTUERFLIVS
TRIMS
BY AG EGO P ouP
CLOCKS
RHIAjesrON.E;-
RtrEI FLI iFS
pE-KrAGE
AR
3A5C-D
ON
TRfMS
y6e-S-
SETAMLES
OF
ToTAL
IE$PONSEF!%
QUESTION 16. DO YOU WEAR STOCKINGS IN THE SUMMER TIME:
ALWAYS,
SOMETIMES,
NEVER?
53.0% of the women always wear stockings in the summertime. 34.0% wear them sometimes, and 13.0% never wear
them. There is a definite relation between age and how often a woman wears stockings in warm weather. As the age
increases, the sometimes and the never answers decrease.
22.4% of the 15-24 age group always wear stockings compared to
84.0% of
the
65
and over age group. The 25-34
age group had the highest percentage (25.7%) who never wore
stockings in the summertime.
7B
CHART (9
PUESTION IG. Do
YOU W6AR STOCK NGS IN
TH14 SUMME Tr4E: ALWAY S, SommMEs,
NEWR?
TOTA L S
40
3o
20
i0
ALWAYS
BY AGE
0(c
SOMETIMES
NevER
GRoUP
Ca
60
So
0
ALvvAYS
50me'rlme-s
Weve R
QUESTION 21. WHAT DOES GAUGE AND DENIER MEAN TO YOU?
A high percentage of those questioned (34.7%) did not
know what the terms gauge and denier meant. 41.0% thought
it meant sheerness and threads per inch. 4.1% gave the correct answer--threads per inch and weight. The age group
which had the highest percentage of correct answers was
the 35-44 age group (7.0%). The highest percentage (60.0%)
of don't knows were in the
65
and over age group. This
group did not have anyone who knew the correct answer.
.CHAORT-Lo
WHAT DOE~S GAUGE AND
2O
Y'OU?
DENIER, M~EAN
ThTA
PIJESflON
'30,
20
0
3ocwvr
WSMGr
ASEL fry (uK~s(~
M FAN~ A WCAlt1-01
r
1E~$T~
(welco&v)
ArrCGkouP
Sfr4ERMCS S
vOoA'r
l~oiow
WiegT'
(Th4c~ovess)
D0o
0
WEARABILITY
MEAiS'
(wef6Af'r)
A LOr
APP-NDIX A
TA.BULAT2IO.Wd
e2
PART I
BY
TOTALS
93
QUESTI0N 1. Was the last hosiery you purchased sheer, s..
sheer, or service weiht
Number
Sheer
total
137
54.2
Semi-sheer
78
30.8
Service weight
37
14.6
Dom't remember
1
.4
253
100. 0
Total
QUESTION 2. What brand did you purchase?
Number
National brand
90
of of total
35.6
15.4
Store brand
Don't know brand
124
149.0
Total
253
100.0
So
34
QUESTION 3.
Why do you like this brand?
Reason
Number
% of total*
3
1.09
Convenience
10
3.96
Cotton sole
8
3.17
Different
5
1098
Doesn't run
3
1.09
Don't know
54
21.34
Don't like
2
.79
Everyday use
1
.40
Fancy heels
2
.79
Fits well
9
3.56
Friend's recommendation
2
.80
Gift
3
1009
Good stocking
5
1.98
Guaranteed
2
.79
Impulse
7
2.77
Inexpensive
13
5.13
Lasts longer
17
6070
Length
6
2.38
Like it
4
1.58
Comfort
Looks good
12
4075
Nice and sheer
8
3.17
No preference
3
1.09
a5
QUESTION 3
(continued)
Quality
1
,40
Sale
5
1.98
Serviceable
7
2.77
13
5.13
2
*79
69
27.30
2
.79
Shade and color
Style
Wears well
Weight
Total
278
*Sorde respondents gave more than one reason.
based on number of respondents.
111.00
Total is
era
QUESTION 4. What store did you buy these in?
Type of Store
Number
of total
DBpartbent Store
70
27.60
9
3.56
48
19.00
RaymondIs
2
.79
R.H. Stearnts
9
3.56
R.H. White's
1
.40
28
11.10
Filene's
Gilchrist's
Jordan Marsh
Others
Speciglty Store
Bell Shops
4
1.58
Bonwit Teller
2
.79
Chandler's
7
2.77
Franklin Simon
2
.79
Ring Clear
3
1.19
Slattery's
5
1.98
Touraine
4
1.58
39
15.40
Others
Other
Drugstore
3
1.19
Five and Ten
1
.40
Grocery
1
.40
Post exchange
2
.79
Sears and Roebuck
1
.40
Shoe store
1
.40
Stop and Shop
1
.40
Number
$ of tdtal
167
66.0
66
26.1
20
7.9
87
QUESTION 4. (continued)
Number
Trpe of Store
% of
total
% of
Number
total
Other (continued)
Wholesale
.40
Don't know
Total
QUESTION 5.
h
9
3056
253
100.00
253
100.0
did you buy in this store?
Number
Reason
186
73.50
Advertising
17
6.70
Values they offer
74
29.20
6
2.36
Habit and Convenience
Other reasons
283
Total
111.76
* Some respondents gave more than one reason.
Total is
based on number of respondents.
QUESTION A.
Did you buy any other item when Zou bought
Answer
Number
of total
Yes
105
41.5
No
136
53.7
Don' t remember
Total
12
253
4.8
100.0
a.
QUESTION 7. Did you see the hosiery you bought advertised
in Radio and TV, Mag azines,or Newspapers?
Answer
Number
Radio and TV
%-of tot-al*
5
Magazines
23
9.1
Newspapers
66
26.1
Did not see
170
Total
264
104.4
* Some respondents gave more than one reason.
Total is
based on number of respondents.
QUESTION
t. Did you
1pan to purchase these when you entered
the storo?
Number
Answer
203
Yes
No
80.3
50
Total
(If
% of total
not)
253
100.0
What made you buy them?
Window display
5
10.0
Counter display
28
56*0
Other
17
34.0
Total
50
100.0
QUESTION
.
hat points do you consider most important
in buying hosie=y: style and fashion, price, wearability,
fit?
Number
Answer
So
total*
Style and Fashion
50
19.8
Price
67
2604
170
67.2
81
32.0
Other
4
1.6
Total
372
147.0
Wearability
Vit
4-*Some respondents gave more than one answer.
Total
based on number of respondents.
QUESITION1O.
Price
What price did you pay for these stockings?
Number
% of total
.50
.40
*65
.40
.67
.79
.69
1.19
.75
.79
77
1098
.79
2.77
.85
.40
C3o
QUESTION 10.
(continued)
Price
Number
$ .89
11
4 of total
4.35
*40
.95
.99
8
3.17
1.00
33
13.00
1.05
4
1.58
1.09
8
3.17
1.10
3
1.19
1.15
10
3.96
1.19
15
5.95
1.20
4
1.58
1425
12
4.75
1030
10
3096
1035
25
9.90
1.39
11
4*35
1.45
1
.40
1.49
3
1.19
1.50
17
6.70
1.*59
1
.40
1.65
32
12.65
1.69
.40
1.75
.40
1.95
6.34
2.00
.40
2.50
t40
Cant t remember
.79
93'
QUESTION 11.
Would you have bought the hosiery if the
price had been 20% hischer?.
O 'of total
Answer
Number
Yes
129
51.0
No
124
49.0
Total
253
QUESTION 12.
1000
Do you associate cuality in hosiery with
wearability, price, or appearance?
Answer
Number,
%fo
t~tal*
187
74.0
54
2105
Appearance
109
43.1
Dont know
2
Wearability
Price
Total
139.4
352
* Some respondents gave more than one answer.
Total
based on number of respondents.
QUESTION 13. Did you bu
these stockings for a special oc-
casion?
Answer
Yes
No
Number
% of' total
38
15.0
215
85.0
QUESTION 14.
Was the color chosen for a special cos-
tume?
Number
% of totkil
Yes
68
26.5
No
185
Total
253
Answer
7305
100.0
QUESTION 15 Do you ever buy; mesh stockings, fancy heels,
clocks-butterflies, rhinestones trimor
seamless?
Mesh Stocks
% of total
Yes
Number
74
29.2
No
179
70.8
Total
253
100.0
50
19.7
Fancy Heels
Yes
No
203
80.3
Tot^M
253
100.0
Yes
5
2.0
No
248
98.0
Total
253
100.00
33
Butterflies
Number
5 of total
Yes
1.6
No
249
98.4
Total
253
100.0
No
249
98.4
Total
253
100.0
Yes
37
14.6
No
22.6
85.4
Total
253
100.0
Rhinestone Trims
Yes
Seamless
QUESTION 16. Do you wear stockings in the summertime:
always, sometimes, never$
Number
% of
total
134
53.0
Sometimes
36
34.0
Never
33
13000
Total
253
Always
10000
K
QUESTION 17.
How many are there inyour family inclu-
ding yourself who live at home with you?
Size of Family
i
Number
% of total
29
11.4
55
21*7
68
26.6
46
1808
36
1401
9
3.5
5
1.9
0.0
1106
10
10000
253
Total
Average Household --
QUESTION 18.
3.3 persons
Are you single or married?
Number
Single
Married
(Widowed or Divorced)
Total
0.4
_15
97
128
i
of total
38.4
50.6
28
1100
253
100.0
~5~
QUESTION 19. Wihat is
your occupation?
Number
for
total
In Labor !orce
Employed
114
45.1
1
.1
Unemployed
Not in Labor Fored
111
43.8
5
2.0
Other not Reported22
8.7
Housewife
Retired or Unable
Total
Uccupations of Employed
Number
Number
%'Of total
115
45.5
138
54*5
253
100.0
%-of tot al
26
22.8
4
3.6
Clerical
54
46.5
Sales workers
10
8.8
Craftsmen, foreman
2
1.8
Operative and kindred work
8
7.7
Private household workers
3
2.6
Service workers
6
5.3
Laborers
1
.9
114
100.0
Profession4, technical
Managers, proprietors
Total
SG
QUE;STION
20.
What is the head of the household's oe-
cupation?_
Number
% of total
ProfessionalTechnical
32
17.2
Managers, proprietors
34
18.2
Clerical
10
5.4
Sales
15
8.0
Craftsmen, foremen
20
10.8
3
1.6
38
20*0
1
.9
Employred*
Private household work
Service workers
Laborers
187
Total
*
100.0
66 respondents did not give the head of the house-
hold's occupation.
Percentage total was based on the
number who responded.
S7
QU.STION 21.
What does gauge and denier mean to you?
Answeres
Number
% of -total
1
.40
Don't know
34
13.40
Means a lot
18
7.13
Not very much
54
21034
1
.40
Sheerness
66
26.00
Sheerness and strength
10
3096
Sheerness and weight
11
4.35
Strength
5
1098
Thickness
5
1.98
Thread and sheerness
4
1.58
18
7.13
Threads/inch and weight
1
.40
Wearability
4
1058
Weave
6
2.38
15
-5.98
253
100.00
Appearance and weight
Quality
Threads/inch
Weight
Total
58
ESTIMATE OF RESPOu)NDINTS AGE GRiWUP
Age Group
Number
of total
15 -
24
49
19.4
25 -
34
62
24.5
35 -
44
48
19.0
45 -
64
69
27.2
25
9.9
253
100.0
65 and over
Total
3~
PART II
BY AGE GROUPS
100
QUESTION 1. BY AGE-Was the last hosiery you purchased
sheer, semi-sheer or service weight?
15 - 24
Number
-of age group
sheer
36
73.5
semi-sheer
11
22.4
service
._2
4.1
Total
49
100.0
sheer
42
67.7
semi-sheer
13
21*0
7
11.3
62
100.0
sheer
30
62.5
semi-sheer
13
27*1
5
10.4
48
100.0
25- 34
service
Total
35
44
service
Total
45 -
64
sheer
23
33.8
semi-sheer
30
44.1
service
15
22.1
Total
68
100.0
64 and over
sheer
semi-sheer
service
Total
6
24*0
11
44.0
8
32.0
25
100.0
,
l0I
QUESTION 3. BY AGE
oii-like this brand?
Why do -WOM00-
Reason
Number
15-24
25-34
35-44
45-64 65 over
Comfort
1
2
Convenience
3
4
3
2
2
3
1
Cotton sole
Different
2
3
Don't run
Don't know
10
21
10
1
Everyday use
Fancy heels
2
Fits well
3
3
Friends recommend
1
Gift
Good stocking
2
Guaranteed
1
Impulse
4
1
3
3
Lasts longer
3
4
Lemgth
1
2
Like it
1
1
4
1
Looks good
Nice and sheer
No preference
1
8
5
2
Don't like
-Inexpensive
2
4
2
10?.
gUE-STION 3,
BY AGE (continued)
Reason
Number
15-24
25-34
45-64
35-44
Quality
65 over
1
Sale
1
1
1
Serviceable
2
1
1
2
1
Shade & color
7
4
-
1
1
1
-
1
Style
Wears well
9
Weight
5-
Total
58
17
16
21
6
55
69
28
% of total
Reason
25-34
65 over
3 -44
45-64
Comfort
2. 1
2.9
Convenience
6 .2
5.8
12.0
4 .2
2.9
12*0
15-24
1.6
Cotton soles
Different
6.1
Don't run
Don't know
20.4
34.0
Don't like
Everyday use
-
Fancy heels
4.1
Fits well
6.1
1.6
-
2.9
-
2.9
4.0
21 .0
11.6
20.0
-
2.9
2 '.1
6.2
-
2.9
2.9
Friends recommend
Gift
V
-
1.6
2.1
1.4
fOb
QUESTION 3 (continued)
..
Reason
. ...
total
15-24
25-34
35-44
45-64
Good stocking
4.1
3.2
2.1
-
Guaranteed
2.0
Impulse
8.2
Inexpensive
6.1
Lasts longer
6.1
Length
65 over
1.5
-
2.9
6.2
1.5
8.4
2.9
2.0
4.2
4.4
Like it
2.0
-
1.5
800
Looks good
8.2
3 .2
8.4
1.5
4.0
Nice & sheer
2.0
4 .8
4.2
2.9
No preference
2.0
-
2.9
9 .7
11 .5
4.0
4.0
1.5
Quality
Sale
2.0
1.6
2.1
1.5
4.0
Serviceable
4.1
1.6
2.1
2.9
4.0
14*3
6.5
1.5
4.0
1.6
1.5
Shade & color
Style
Wears well
18.3
27.4
33*0
Weight
Total
118.0
110.0
115.0
31.00
24.0
1.5
4.0
100.0
112.0
Respondents in some of the age groups gave more than
one answer.
Percents are based on the total numberof
respondents in each group.
104
QUESTION 5.
BY AGE
Why did you buv in
this store?
Reason
15-24 25-34 3
Habit, convenience
45-64 64 over
36
46
38
48
18
2
4
6
4
1
14
19
12
21
8
Other
0
1
1
4
0
Total
52
70
57
77
27
Advertising
Values they offer
Reason,
-- of total*
15-24 25-34 35-44 45-64 65 over
Habit,
convenience
Advertising
Values they offer
Other
Total
73.4
74.1
79.2
69.6
72.0
4.1
6.5
12.5
5.8
4.0
28.6
30.7
25.0
30.5
32.0
0.0
1.6
2.1
5.8
0.0
106.1 112.9 118.8 111.7 108.0
* Respondents in some age groups gave more than one
answer.
Percentages are based on the total number of
respondents in each group.
o
*OCT
0.O00001
008
6*
2106
0 l~p9
BO/A'
0*3
sZGAO
99
Z0 1
0000T 0000T
o99
*
6/A
9Lp ZT9
6'I
Trr.9
£~p
o
,I GqM~GuGz
1*8O01
41
1 UOCT
ii*TL
2 92 l
~9
,iomsuv
9
F.
69
ST
S9
v
wg
aoqmtuxGa
qiuor
OR
2
91
3
2
fT-96
3
113-91
a 9 -q=M
sIG~i&SUV
gTOv
.xg
Vq
1=7-07SO
q-cpnoq TTT -MVTA M94T J9740 =19 TM TfO2Z PTT -'9- oILTSrlqffo
.goI
I or
~U~TI0N
~~.
UUEST ON 7
advertised in
see the
DId.vou
bought
you bought
hos ery vou
the ho~iei'~iv
D d vou s
3Y AG~
BY AGE
radio and TV. magazines or newsnapers?
Number-
Answer
65 over
15-24
25-34
35-44
45-64
Radio and TV
1
1
1
2
0
Magazines
5
4
5
6
3
Newspapers
8
15
16
18
9
No
36
46
26
44
18
Total
50
66
48
70
30
Answer
.
of. total*
15-24
25-34
35-44
45-64
2.0
1.6
2.1
2.9
Magazines
10.2
6.4
10.5
8.8
12.0
Newspapers
16.3
24*0
33.2
26.4
36.0
No
72.5
74.0
54.2
64.0
72.0
101.0
106.0
100.0
102.1
120.0
Radio and TV
Total
*
65 over
0.0
Respondents in some age groups gave more ghan one
answer.
Percentages are based on the total number of
respondents.
107
QUESTION 8
BY AGE
Did you clan to purchase these when
you entered the store?
Number
Answer
15-24
Yes
39
50
No
10
12
Total
49
62
(TI' not)
(T.
58
40
43
16
1.1
9
69
25
vou buy them?
That
.nthm
htmd made 7ubNumber
Answer
Window display
Counter display
Other
Total
10
12
8
11
QUESTION 8
- of total
Answer
Yes
79.5
30.6
83.3
34.1
64.0
No
20.5
19.4
16.7
15.9
36.0
100.0
100.0
100.0
100.0
100.0
Total
If notj What made you buy them?
Window display
10.0
16.7
12.5
9.1
Counter display
80.0
50.0
50.0
27.3
77.8.
Other
10.0
33.3
37.5
63.7
22.2
Total
100.0
100.0
100.0 0100.0
100.0
0.0
(O*
QUESTION 9.
BY AGE What roints do you consider most
imortant in buying hosierT:
atyl eand f'ashifOn.
Drine.
wearability or fit?
Answer
_Numher.
15-24
25-34
Style and fashion
18
Price
12
20
Wearability
28
Fit
11
35-44
65 over
5
2
15
17
3
35
31
55
21
22
21
21
6
Other
__
Total
90
Answ~er
79
100
33
( of totaLi".
15-,24
25-34
36.8
21.0
25.0
4.6
32.
31.3
24.7
12.0
Wearability
57.1
56*5
64.6
79.7
84*0
Fit
22.4
33.5
43.5
30.5
24.0
143.3
164.4
145.0
132.0
Style and fashion
Price
Other
Z.0
Total
142.8
35-44 45-64
)7.82
*Some respondents gave more than one answer.
based on the number of respondents.
65 ver,
8.0
Total is
eo9
-QUESTION 10.
What 1rice did you Lay for these
BY AGE
sCtockings?
Number
p,-
25-34
en15-24
--
.50
-
.65
1
-
.67
2
-
.69
65 over
45-64
35-44
-
1
-
-
-
-
-
2
1
-
-
.75
-
1
1
-
-
.77
1
2
1
1
-
.79
-
3
1
3
-
.85
-
-
1
.89
-
4
5
.95
-
--
.99
1
5
1.00
10
6
1.05
2
1.09
2
1.10
-
2
-
-
1
-
2
-
4
9
4
1
1
-
1
-
5
-
-
1
1
-
1
1.15
3
1
3
2
1
1.19
7
2
3
2
1
2
-
2
-
1.20
1.25
3
3
1
2
3
1.30
1
3
2
-
4
1.35
1
6
6
9
3
1.39
-
3
3
4
1
11o
QUESTION 10. (continued)
15-24
65 -over
35-44
45-64
1
2
3
4
5
12
5
3
1
$1 .45
1.49
1.50
6
4
1.59
-
1
1.65
5
5
1.69,
1.75
1
4
1095
4
52
4
2.00
1
2.50
1
Can't remember
Total
1
1
48
49
% of
69
total
.50
1.5
*65
2.0
*67
4.1
.69
3.2
2.1
.75
1.6
2.1
3.2
2.1
1.5
4.8
2.1
4.3
.77
.79
2.0
2.1
.85
.89
.95
25
6.4
10.3
2.9
4.0
'If
QUESTION 10.
(continued)
% of
total
Price
.99
2.0
8.1
-
2.9
1*00
20.4
9.7
8.3
13.0
1.05
4.1
1.09
4.1
1.10
-
2.1
1.5
.y
7.2
1.6
2.1
-
-
166
16*0
4.0
1.15
6 .1
1.6
6.3
2.9
4.0
1.19
14 .3
3.2
6.3
2.9
4.0
1.20
3.2
-
2.9
1.25
6.1
4.8
2.1
2.9
12.0
1030
2.0
4.8
4.2
-
16.0
1.35
2.0
9.7
12.4
13.0
12.0
6.3
5.8
2.1
2.9
6.3
5.8
17.3
20.0
4.0
1.39
-
4.8
1.45
-
1.6
1.49
-
6.5
1.50
12.3
1.59
-
1.6
1.65
10.3
8.1
10.3
1.69
1.6
-
1*75
-
2.1
6.5
8.3
4.3
2.00
-
1.5
2.50
-
1.5
-
1.5
1.95
8.2
1.6
Can't remember
Total
100.0
100.0
100.0
100.0
4.0
100.0
QUESTION ii.
sier- if
BY AGE
Aould vou have bouaht
oh'h-
the Drice had been 20j%1 higher?
.Number
Answer
15-24
25-34
30
29
Yes
35-44
No
Total -
49
62
45-64
65 over
25
35
10
23
34
15
48
69
25
* of total
Yes
61.0
47.0
52.0
51.0
40.0
No
39.0
53.0
48. C) 42A.Q
60.0
100.0
100.0
Total
oUE6TION ip
B2L AGi~ Dr~ von
BY AGE
Dn v
ii
a
100.0
rnn~t~
q.-.q
niqfp.
100.0
r-i11A1~tv
n"A
ii-v
100.0
~
in
},o~.i~?nr
'h -Q A"-vr
wearability , price and appearance?
Number
Wearability
35
40
34
58
Price
12
12
9
17
Appeargnce
28
29
25
20
Don't know
Total
75
81
68
20
2
2
97
33
"3
Q.UjTIQN 12. (continuedl
of total*
15-24
25-344
35,,:,44
45-64
65 over
Wearability
71.5
64.6
71.0
84.0
80.0
Price
24.5
19.5
18.8
24.6
16*0
Appearance
57.0
46.9
52.2
29.0
28.0
Answer
2.9
8.0
140.5
132.0
Don't know
Total
153.0
131.0
142.0
*Some respondents gate more than one answer.
Votal is
based on number of respondents.
QU"STION
13. BY ACE
Did you purchage these stockings
for a special occasion?
Number
Answer
15-24
25-34
35-44
45-64
65 over
9
6
8
12
3
No
40
56
48
57
22
Total
49
62
56
69
25
Yes
% of total
Yes
18.4
9.7
16.7
17.5
12.0
No
81.6
90.3
83.3
82.5
88.0
100.0
100.0
100.0
Total
100.0 0100.0
t1+
QUESTION 14. BY AGE
Was the color chosen for a special
costume?
Answer
15-24
25-34
5-44
4-5-64
65 over
Yes
12
15
18
17
6
No
37
47
30
52
19
Total
49
62
48
69
25
% of
total
Yes
24.5
24.2
37.5
24.6
24.0
No
75.5
75.8
62.5
75.4
76.0
100.0
100.0
100.0
100.0
100.0
Total
QUESTION 15. BY AGE Do you buy mesh stockings, fancy
heels, clocks, butterflies, rhinestone trims, or
seamless stockings?
Mesh
Number
15-24
25-34
Yes
11
15
No
38
47
Total
49
62
35-44
45-64
24
65 over
5
20
69-
25
0*001 0001T 00001
O*TOT
9*86
6/OL6
0000T
8*96
0oo00
0*86
T[-64jj
OR
og3
r1l
.M R5T -.TCV 17 "
3*0T
0*8
000OT
000OT
69
qg
ev
9
6:v
1-641
ON
s GK
,LwquLLLN~
0001
000OT
0001T
*TL
0*23
3O
9083
ON
s 971
t~~;
14OL
s99
69
gg
OR
99 92
IS-[,9eTq EMU
J9 gvrrj,
000001
001
0
8 12
0003
Tog
0*08
tIOAC g9
V*09
9*62
Vfr92
T799T7
iT;l
0001 OO 0*001T
80-OL
99V
TU401
9*L
V 8
fr2-%
tqsew
J
(PGnUu~uoO)
-III
*91 mo0IVTl?7
___
Ii'
QU.ESTION 15 (continued)
45-64
65-ove.r-
ILE=r24
25-34
-35-44
2
1
1
1
0
No
47
61
47
68
25
Total
59
62
43
69
25
Butterflies
Yes
.total
-f
Yes
No
Total
1.6
95.9
98.4
100.0
98.5
100.0
100.0
100.0
100.0
100.0
100.0
1
1
No
43
61
Total
49
62
No
Total
-
2.0
980
100.0
1
0
48
68
25
48
69
25
-
of' total
4
Yes
-
Number
Rhinestone trim
Yes
1.5
4.1
1.6
2.1
1.5
0.0
98.4
197.9
98.5
100.0
100.0
100.0
100.0
100.0
Seamless
.
Yes
8
8
10
11
0
No
41
54
38
58
25
Total
49
62
48
69
25
0.0
Number
9Q ftoa
Yes
16.9
12.9
20.8
16.0
No
83.7
.87.1
79.2
84.0
1QQ..Q
100.0
100.0
100.0
100.0
100.0
Total
iii
QUESTION 16.
BY AGE
Do you wear stockings in the
,
suimmertime: always 0 sometimes. never?
Number
25-34
Always
35-.44
4 5-64
65 over
26
29
47
29
20
16
18
3
Never
9
16
3
4
1
Total
49
62
48
69
Always
22.4
42.0
60.4
68.1
84.0
Sometimes
59*1
32.3
33*3
26.1
12.0
Never
13.5
TotS1
100.0
Sometimes
rljaTION Is,
BY AGIE
100.0
21
25
6.3
5.8
4.0
100.0
100.0
100.0
Are you single or xrmarried?
NwnbQr
35-44
15-24
25-34
Single
37
33
11
11
5
Married
12
26
35
46
9
(Widowed, divorced)._.
Total
49
.11
62
48
69
25
QUES%3TION 18.
(continued)
5of total
15-24
35-44
45-64
65 older,
Single
75.5
53.1
23.0
16.0
20.0
Married
24.5
42.0
72.8
66.5
36.0
-
40.9
4.2
17.5
44.0
(Widowed, divorced)
Total
10000
100.0
QUsaTION 19. BY AGiij vhat
is
100.0
100.0
100.0
your onnination?
~
-
Nuatber
15-24 25-34
35-4
45-64
65 older
In labor force
26
39
18
24
'3
Not in labor force
23
23
30
45
17
*Housewife
**4
*20
*30
*45
*12
*Retired or unable
25
*Other not reported
*19
**3
Total
49
62
48
69-
25
% of total
In labor force
53.1
62.8
37.5
34.8
32.0
Not in labor force
46.9
37.2
62.5
65.2
68.0
*Housewife
**8. 2 *32.4
*62.5
*S 5.2
*48.0
*iHK-
*Retired or unable
00ther not reported
Total
138.7
**.8
*20.0
100-
100-.0
-:00
100.0 100.0 100.0 100.0 100.0
'I$
QUESTION 21.
BY AGE
What does gauge and denier megin
to0 you?
Number
Answer
15-24 25-34 35-44 45-64 65 older
Appearance and weight
-
-
-
1
-
Don't know
6
6
8
7
7
Means a lot
4
6
2
6
-
Not very much
7
12
11
16
8
Quality
1
-
-
-
17
22
12
11
4
Sheerness & strength
5
2
2
-
1
Sheerness & weight
1
4
2
4
-
Strength
-
3
-
1
1
Thickness
1
-
2
2
-
Thread and sheenness
1
2
1
-
-
Threads/inch
5
1
4
7
i
Threads/inch & weight
-
-
1
-
-
Wearability
-
-
-
1
3
Weave
-
2
1
3
-
Weight
1
2
2
10
-
49
62
48
69
25
Sheerness
Total
-
Io
QUESTL6ION 21. (continued).
d of
Answer
tota
sai5-3435-44 45-64 65 older-
Appearance and weight
-
Dontt know
.2
9.7
16.6
10.1
28.0
8 .2
9.7
4.2
8.7
-
14 .3 19.4
22.8
23.2
32.0
-
-
-
Means a lot
Not very much
Qual ity
-
-
.a
-
1.5
6heenness
34.7
35.5
25.0u
15.9
3heerness & strength
10.3
3.2
4.2
-
6.5
4.2
Sheerness & weight
2.0
4.8
Strength
Thickness
Thread and sheerness
Threads/inch
2.0
4.2
2.0
2.1
10.3
1.6
3.3
16.0
4.0
5.3
1.5
*- 2
3.2
-
4.0
2.8
10.1
4.0
threads/inch & weight
Wearability
Weave
Weight
Total
1.5
-
3.2
2.1
4.2
12.0
4.4
141.5
100.0 100.0 100.0 100.0 100.0
aLt
PART III
BY LARITAL STATUS
lit
'USSTION1.
BY MARITAL
TATUS
Was the last hosiery you
piurchas ed sheer. semi-sheer. or service v eigrht?
Numbe r
Widow ed &
Divorced
Single
Married
Sheer
56
71
10
Semi-sheer
26
40
12
Service weight
15
16
6
128
28
Reason
Don't remember
_
97
Totgl
Reason
Sheer
57*7
55.5
35.7
3emi-sheer
26.8
31.2
42.9
Service weight
15.5
12.5
21.4
.8
Don't remember
100.0
Total
Sinale
Married
Comfort
Convenience
2
Cotton sole
2
Different
3
1
Doesn't run
Don't know
100.0
like this brand?
Why do you
Whv do vou like this brand?
Numb er
3* BY
Reason
100.00
23
24
Widowed &
Divorced
its
QUMSTION 3. (continued)
Number
Wijdowe-rd&
ReasonS
ngle
Don't like
2
Everyday use
1
Fancy heel
2
Fits well
7
Friend's recommendation
Gift
2
Good stocking
3
Guaranteed
1
1
1
impuls e
Inexpensive
7
Lasts longer
9
Length
3
Like it
2
Looks good
8
Nice andI sheer
4
4
2
3erviceable
4
6
5
1
Style
36
ears well
Total
2
1
21
1
Sale
Shade and color
1
1
7
No preference
Quality
1r
-
7
143
- - -- -----
U-STION 3. (ccntinued)
£
Reaon
SIl
a
of total*
Married
Widowed
Divorced
Comfort
2.1
Convenience
2.1
6.3
Cotton sole
2.1.
3.9
3.6
Different
3.1
.8
3.6
-
.8
7.2
Doesn't run
.8
Dontt know
23.8
18.8
Don't like
-
1.5
Everyday use
.8
Fancy heel
1,0
Fits well
2.1
Friend!s redommendation
25.0
-
.8
5.4
.8
3.6
Gift
1.0
1.5
Good stocking
2.1
2.3
Guaranteed
1.0
1.5
Impulse
5.2
1.5
Inexpensive
5.2
5.4
Lasts longer
7.2
7.0
Length
3.1
2.3
Like it
1.0
1.6
3.6
Looks good
3.1
6.5
3.6
Nice and sheer
4.1
3.1
3.6
QUESTION 3.
(concluded)
of~ ttaI*
Reason
Single
Married
.8
Widowed &
Divorced
3.6
No pref erence
1.0
Quality
1.0
Sale
2.1
1.6
Serviceable
3.1
3.1
Shade and color
6.3
3.9
7.2
Style
1.0
26.8
28.2
25.0
110.4
110.0
W1ears well
3.6
Weight
Total
100.0
*Some respondents gave more than one answer. Total
is based on the number of respondents (253).
I"
QUSTION 5BY MARITAL
'TATU
ihy
did you buy
this store?
Number:
Reaison
Habit & convenience
Marriecd
Widowed-Divorced
69
95
8
9
31
33
10
Total
109
142
32
Rea:son
6Ingle
Marrie~d
Advertising
Values they offer
22
-0
Other
Habit & convenience
Advertising
Values they offer
Other
Total
71.1
74.5
8.3
7.0
32.0
25.8
11
112.4
1
.5
111.5
Widowed-Divorced
78.5
35.7
4.2
114.2
*Some respondents gave more than one answer. Total
is based on the number of respondents.
Ia1
WU~&ION~ e. BY MARITAL STATUS
Did you buy any other
item when you bought the hosiery?
Nm-mber
Sing~le
Marrie~d
57
Yes
Vg idowed-Divorced
17
63
Don't remember
4
o t al
8
128
28
1ozf total
answen
Vidowed-Divorced
~ing1e
1~4arried
Yes
32.0
44.6
60.7
No
63.9
49.2
39.3
100.0
100.0
100.0
Don't remember
Total
it'8
QU.TION 7.
BY M"RITAL STaTU6
-Did
you bought advertised iladio
you see the hosiery
and TV.
magazines.
or
newspapers?
Number
Answer
S ingl e
Widowed-Divorced
Radio and TV
4
Magaziles
11
10
2
Newspapers
28
34
4
No
_1
Total
101
29.
134
;
Answer
Radio and. TV
-L 1 11
el
of total*
IMarried
1.0
3.1
Magazines
11.4
7.3
New:spapers
28.9
26.5
Widowed-Divorced
7.1
14.3
.67.2
No
Totai
29
104.1
104.6
103.5
* Some respondents gave more than one answer. Total
is based on the number of respondents.
I ILS
QUiSTI0N R. BY MARiITAL STATUS
Did you
lan to ourchase
these whenl you entered the store?
Number
Answer
Single
DMarried,
Yes
80
104
19
No
17
_
_a
Total
97
128
28
W~idowed-Divorced
(If not) What made vou buy them?
Nrimber
Answer
Window display
2
3
Counter display
10
12
Other
-7
Total
17
24
9o of total
vidowed-Divorced
Answer
ingle
Yes
82.6
81.3
67.8
No
17.4
18.7
32.2
100.0
100.0
Total
Married
100.0
(Tf not ) what made vou buv ;hem?
Window display
1108
12.5
Counter display
58.8
50.0
Other
29.4
37.5
Total
100.0
100.0
66.7
100.0
QULSTION 9, BY IARITAL STATUS3
What points do you con-
sider most important in buying hosiery: style and
fashion. price.
wearability, .or fit?
Number
Widowed-Div-orced
Single
Married
Style anI fashion
22
24
4
Price
20
36
11
Vearability
66
88
16
Fit
36
40
5
190
37
Answer
Other
-2
145
Total
of totali
Snle
Married
Widowed-Divorced
Style adIA ffashion
22.7
18.7
14.3
Price
20.6
28.1
39.3
63.0
68.7
57.1
37.1
31.2
17.6
1.
1.3
3.96
148.3
131.9
Wearab ilit
Fit
Other
Total
y
1-49.4
*Some respondents gave more ti-ian one answer. Total
is based on the number of respondents.
Sb I
tUESTION 10. BY MARITAL STATUS
Vihat price did you
pay for these stockings?
Married
Price
V.50
.65
.67
.69
.75
.77
.79
.85
.89
.95
.99
3
1.00
14
1 105
1.09
4
1.10
2
1.15
4
6
1.19
9
5
1.20
1
3
1.25
2
8
1.30
2
6
1.35
12
10
1.39
3
7
Widowed-Divorced
32.
QUESTION 10.
(continued)
Niimber
Married
Widowed-Divorced
1ige
1.45
1
2
1.49
1
1.50
5
1.59
1
1.65
9
1.69
1
18
5
1
1.75
1.95
1
8
6
2
2.00
1
2*50
1
1
128
28
Can't Remember
Total
97
.3
.50
.65
1.0
.67
1.0
.8
2-3
.69
.8
.75
.77
1.0
3.1
.79
3.1
2.3
.95
3.6
.8
.85
.89
3.6
4.1
3.9
3.6
3.6
'33
QUESTION 10. (continued)
1 of total
Price
Sinale
4.1
Married
2.3
1.00
15.5
1.*05
2.1
1.6
1.09
4.1
3.1
10.9
1.6
1.10
Widowed-Divorced
3.6
14.3
3.6
1.15
4.1
4.7
1.19
9.3
4.2
1.20
1.0
2.3
1*25
2.1
6.3
7.1
1*30
2.1
3.9
7.1
1.35
12.4
1.39
3.1
1.45
1.0
7.9
5.4
3.6
10.7
3.6
19
1.*49
1.0
1.50
11.4
4 W2
1*65
9.3
1.69
1.0
14.2
17.8
.8
1.75
6.2
6.3
2.00
.3
2.50
.8
7.1
3.15
Oan t t remember
Total
3.6
1.6
1.59
1.95
1.6
100.0
100.0
100.0
,USTION
11.
BY MuARIiTAL STATUS
the ho sikry if
Would you have bought
the price had been 20/ hig.her?
NHtaber
Answer
Single
Married,
Yes
53
No
7Q
Total
128
97
/
pf total
vvidowed-Divorodd
ain1le
Yes
5748
No
42,*
Total
100.00
0
Vidowe-d-Divorced
45.4
100.00
53.6
100.0
/3&
QU.ESTION i3, BY MARITAL STATUS
in hogiry wearability, price,
Do you aasougiate guaBlity
and appearance?
Number
Answe r
Sing le,
Married
Widowed-Divorced
Wearability
72
94
21
Price
20
27
7
Appearance
46
55
3
138
178
36
)on't know
Total
-fo- total*
Single
Marrie-d
Wearability
74.2
73.4
75.0
Price
20.6
21.1
25.0
Appearance
47.4
43.0
23.6
An ser
1.6
Don't know
Total
Widowed-Divorced
142.2
139.1
128.6
*Some respondents gave more than one answer. Total
is based on the number of respondents (253).
iS'
4USTION 13. BY lvleRITitL STATUS
Did Tou purchase these
stockings for a special occasion?
Number
widowed-Divorced
aingle
Yes
12
No
.8i
.1.01
Total
128
i of total
16.4
12.4
Yes
AR.2
No
100.0
100.0
Total
QUdSTIOIN
17.8
BY
IRITAL STATUS
100.0
Was-the color chosen
for a sr-ecial costuime?
Vi idowed- Divorc
Yes
27
40
az.
No
128
Total
LO -of -total.
Yes
27.9
No
72a
Total
100.0
31.2
100.0
3.6
100.00
e.d
~4
m
~
QU -ESTIO10N
19,
3Y iaii-RITAL STaTU_
at is
o iimal-rJ cn?
your
your nnn"nntjonq
Number
Answer
Single
In labor force
75
Not in
22
labor force
Married
31
9
19
Housewife
15
Retired or unable
2
Other not reported
Total
3
15
6
97
123
1
238
4 of total
"idowed-Divorced
Married
In labor force
77.3
24.2
32.1
Not in labor force
22.7
75.8
67.9
Housewife
5.2
71.1
Retired or unable
2.0
-
Other not reported
Total
100.0
5306
10.7
4
15.5
100.0
1 w00
A?'PENDIX B
COMPRIOh'
OF SAiiiJ & Cp-$AUS DA~TA
'--
THE BOSTON METROPOLITAN AREA DEFINED
The Boston Standard Metropolitan area comprises
Suffolk County; the following parts of Middlesex County:
the cities of Cambridge, Everett, Malden, Medford, Melrose, Newton, Somerville, and Wialtham and the towns of
Belmont, Burlington, Concord, Framingham, Lexington,
Lincoln, Natick, North Reading, Reading, Stoneham, Wakefield, Watertown, Wayland, Weston, Wilmington, and Winchester; the following parts of Essex County: the cities
of Beverly, Lynn, Peabody, and Salem and the towns of
Danvers, Hamilton, Lynnfield, Manchester, Marblehead,
Middleton, Nahant, Saugus, Swampscott, and Wenham; the
following parts of Norfolk County: the city of Quincy
and the towns of Braintree, Brookline, Canton, Cohasset,
Dedham, Dover, Medfield, Miton, Needham, Norwood, Randolph, Sharon, Walpole, Wellesley,
Westwood,
and Wey-
mouth; and the following parts of Plymouth County: the
1
towns of Hingham and Hull.
POPULATION OF METROPOLITAN BOSTON2
Total population.......2,370,500
Number of males ........ .,14 8 ,200
Number of females......l,222,300
- -- -------------------------1. U.S. Bureau of Census, Census of Population 1950, Characteristics of the Population of the Boston, Mass., Standard Metropolitan
Area, Prelininary Aeport, p. 1.
2. Idem., Table 1.
140
POPULATION OF SAMPLE
Number in samruple....253
COMPARISON OF CENsUS AGE GROUPS ViE;RSUS SAMPLE AGE GROUPS
Age gabouD,
,!ensusn
Sample
15-24
18.1
19.4
1.3
25-34
19.2
24.5
5.3
35-44
19.2
19.0
.2
45-64
29.4
27.2
2.2
65-over
14.1
9.9
4.2
deviation
COM-PARISON OF CvSUUS V-RSJS SAMPLE6 MiiRITAL STATUS
Marital status Censu
ape
a deviation
Single
27.0
38.4
Married
57.0
50.6
5.4
Widowed-Divorced
15.0
11.0
4.0
COMPARIS0N
OF
11.4
lEiNU6 VERSUIJS SAaIVPLE; AOUS&iOLD SIZE
Census
Persons/household
3.4
§9 deviation
3.3
1. U. S. Bureau of 2ensus, op. cit., Table 1. The age
group percentages of the census were based on all females. Only the age groups above 15 were considered as
hosiery buying groups. Seventy-eight per cent of total
females were included in the 15 and over age classification. The census percentageswere adjusted to a hundred
per cent base. Adjusted percentage equals 1.28 census
percentage. Number of womnen 15 & over is 953,800.
2.
Ibid.,
3. Ibid.,
Tgble 2.
Table 3.
141
COMPARISON OF
E3SUS VERSUS SAIPLEL
MLOYMLNT STATUS
OF WOMEN
Census -
Status
In labor force
32.0
Eiployed
Une-mployed
Not in labor force
S
45.5
Retired or unable
Other not reported
13.5
31.0
45.4
4.4
1.0
.1
.9
68.0
Housewife
______
54.5
13.5
53.0
43.8
9.2
4.0
2.0
2.0
11.0
8.7
2.5
COMPARISON OF JENSUS VERSUS SaMPL
OCCUP-ATIOAS OF
EMPLOYEJ WOMEN
Census
Sample.
ex
15.0
22.8
7
3.0
3.6
.6
Clerical and kindred workers 34.0
46.5
12 .5
Occupation
ear
Professional, technical
Managers,
proprietors
8,0
8.8
.8
1,0
1.8
.8
Operative and kindred workersl9.0
7.7
6.0
2.6
3 .4
11.0
5.3
5 .7
Laborers
1.0
.9
1. U.S. Bureau of Census, op.
cit.,
Sales workers
Craftsmen,
foremen
Private household workers
Service workers
2. Idem., Table 11.
Table 6.
11
.1
14.
COMPARISON OF CENSUS VERSUS SAMPLa OCCUPATI0l
OF
THE HEAD OF THL HOUSEHOLD
Occupation
Census
Sample %,
% error
Professional, technical
12.0
17.2
5.2
lanagers, proprietors
10.8
18.2
7.4
Clerical and kindred Workers
17.0
5.4
11.6
8.4
8.0
,Jraftsmen, foremen
16.0
10.8
55.2
Operative and kindred workers
19.0
14.5
4.5
Private household workers
1.8
1.6
Service workers
9.2
20.0
11.8
Laborers
5.0
9
4.1
Sales workers
1. U.S. Bureau of Census, op. cit., Table 11.
.4
.2
APPENDIX C
QUESTI1NA kiIRth JRAFTS
FIRST DRAFT OF QUESTIONNAIRE
1. What weight of hosiery do you usually purchase?
2. What brand do yot--usually purchase?
3. Why do you like this brand?__
4. What influences you to buy in this store? (or in any)
habit-convenience
advertising
values they offer
5. Would you make a special shopping trip for hosiery?
Yes
No
6. Do either of the following help you to buy hosiery?
fashion articles in newspapers & magazines_
window and counter displays
7. Which form of advertising helps you most in buying
hosiery?
radio & TV
newspaper.
-
magazine_
8. What points do you consider most important in buying
hosiery?
price
durability______
style & fashion
fit
9. Would you buy your present brand of hosiery if the
price were raised 20%
Yes
No
)
FIRST DRAFT (CONTINU
10. Do you associate quality in hosiery most with
wearability.
price
appearance
11. What does guage and denier mean to you?
12. What price do you generally pay for your stoeeking?
13. Do you buy different types of hosiery for different
occasions? Yes
No
14. Do you buy different colors for different costumes?
Yes
No
,
unusual
15. Would you buy butterflies?
,
clocks?
mesh stockings?
,
seamless stockinges_
heels?
,
16. Do you wear stocking in the summer? Yes
No
17. In which of the following age groups are you?
15-24
25-34
35-44
45-64
65-over
18. What was last year of school you completed?
under 7 years
grammar school graduate
under 11 years
high school graduate
college 1 or more years
I~
FIRST DRAPT (CONTINUED)
19. How many are there in your Iamily (including yourself)?
1
2
3
20. Are you single
21. What is
4
5
married
6
7
8
?
your occupation?
22. What is your husband' s or the head of the household's
occupation?
SEdOND DRAFT
1.
F
QUESTIONNAIRE
What weight of hosiery did you last purchase? sheer
service
extra sheer
medium__ semi-sheer_
2.
How many did you buy at that time?_
3.
In what store did you buy your last pair of hosiery?
4.
Please rate the following classification as to how
much they influence you to buy hosiery in a particular
store:
high medium low none
advertising
counter & window displays
habit
convenience
store services
other reasons
5.
6.
When you do purchase hosiery, were you shopping
just for' losiery?
usually
for other items?
usually___ rarely
rarely__
How much help are the following in aiding you in
your purchase of hosiery?
fashion articles in newspapers
fashion articles in magazines
store window displays
store counter displays
radio & TV
newspaper advertisements__
magazine advertisements
(48
SECOND D1AFT (ONTINUED)
7.
What are your greatest problems irn buying hosiery?
hard to get proper fit
not enough variety of colors
cantt get right styles
can't get hosiery I like at my price
other reason-
8.
Which point (or points) do you consider most important when you purchase hosiery? price__ quality_
style and f ashion
9.
fitting_
No
Do you always buy the same make hosiery? Yes
If not, what causes you to change?
10. Would you buy the next higher price of stocking than
you normally buy if the price were reduced by 5%Li
by 15%?
by 10%?
by 20%?
11. Would you continue to buy your present price level of
stocking if its price were raised by 5%?
10%?
by 15%?by 20%?
12. Rate how important it is to you to have the right
price, i.e. a good value, before you purchase hosiery.
essential
desirable but not essential_
doesntt
matter
13. What does quality mean to you? wearability
price
appearance
14. Which is more important to you? a good selection o
size
a good selection of styles
ECOND DRAFT (CONTINUED)
16. Which is more desirable for you? color
style
16. What price did you pay for your last pair of
stocking?
17. Would you say that stockings lasted longer because
of better fit?
reinforced heel?
fabric?
worksmanship?
reinforced heels and tops?
18. Which is more important to you? comfort
style
19. What are the advantages of the hosiery you use?
20. What does guage and denier mean to you?
21. In which of the following age groups do you belong?
15-24
25-34
35-44
45-64
65-over
22. How many are there in your family (including yourself)?
23. Are you single
married
?
24. What is your occupation?
25. What is your husband's or the head of the household's
occupation?
THIRD-D
1.
T
QF
QUi3STIONNAIRE
What weight of hosiery did you last purchase sheer
semi-sheer
service
?
2.
What brand did you purchase?
3.
Why do you like this brand?
4.
What store did you buy these in?
5.
What influenced you to buy in this store (or in any)?
habit & convenience___ values they offer
6.
Did you buy any other item when you bought hosiery?
Yes_
7.
advertising_
No
Did you see hosiery you bought advertised? radio
magazine___ newspaper
8.
Did you plan to buy these when you entered store?
Yes___ No_.
9.
If not, what caused ypu to buy them?
What points do you consider important in buying hosiery? price___ wearability__ fit_
style & fashion
10. What price did you pay for these stockings?
11. Would you have bought the hosiery if the price had
been 20% higher? Yes___ No
12. Do you associate quality in hosiery with wearability
?
style and fashion
price
13. Did you make this purchase for a special occasion?
Yes
No
14. Did you purchase the color for a special costume?
Yes___ No_
15. Do you buy mesh stockings_
rhinestone trims.,
,
seamless_,
fancy heels
,
clocks
butterflies
?
/%47
THI]RD D)R
T(ONIs)
16. Do you wear stockings in summer? Yes
No
17. What does guage and denier mean to you?
18.
How mIany are there in your family including yourself?
19. Are you single___ married___ (widowed___ divorced
20. What is
the head of the household's occupation?
21. What is your occupation?
Woman's age group:
15-24
25-34
35-44
45-64
65 and over
)?
V
OF QUESTIONNAIRE
FOURTH DRAFT
1.
Was the last hosiery you purchased sheer
sheer
service
semi-
?
2.
What brand did you purchase?_
3.
Why do you like this brand?
4.
What store did you buy these in?
5.
What influenced you to buy in
this store (or in any
store)? habit & convenience
advertising
values
they offer
6.
Did you buy any other item when you bought the hosiery? Yes
7.
Did you sea-the hosiery you bought advertised in
radio & TV___
S.
No
magazines
newspapers
?
Did you plan to purchase hosiery when you entered the
store? Yes___ No
9.
What points do you consider most
hosiery? style & fashion
important in buyirg
price_
wearability_
fit
10. What price did you pay for these stockings?
11. Would you have bought the hosiery if the price had
No
been 20% higher? Yes
12. Do you associate quality in hosiery with wearability
priceappearance
?
13. Ad you purchage these for a speoial occasion? Yes
No
FOURTH DRAFT (CONTINUED)
14. Was the color chosen for a special occasion? Yes
No
15. Do you buy mesh stockings?
seamless?
butterflies?
clocks?
fancy heels?
rhinestone trims?
16. Do you wear stockings in the summer time? always
sometimes
never
17. How many are there in your family including yourself?
18. Are you single___ married___ (widowed
divorced
19. What is your occupation?
20. What is the head of the household's occupation?
21. What does gauge and denier mean to you?
Woman' s age group:
15-24
25-34
35-44
45-64
65 and over
)?
/ S4
FINAL
DRAFT
H OS IE qU ST IONNqA IRE
1.
*as tie last hosiery' you purchased sheer
2.
What brand did you purchase?
service weight
semi-sheer
?
3. Why do you like this brand?
4.
What store did you buy these in?
advertising_
5. Why did you buy in this store? habit and convenience
values they offer
6.
Did you buy any other item when you bought the hosiery? Yes
No
7. Did you see the hosierr you bought advertised in radio and TV?
newspapers?
magazines?
8.
No
Did you plan to purchise these when you entered the store? Yes
(If
counter displays
not) What made you buy them? wind'o displays_
other
9.
What points do you consider iost imiportant in buying hosiery:
fashion
,
price
wearability
_,
,
style and
?
fit
10. What price did you pay for these stockings?
the price had been 20% higher? Yes
11. Would you have bought the hosiery if
12.
Do you associate quality in hosiery with wearability
No
?
appearance
price_
13. Did you buy these stockings for a special occasion? Yes__ No
14. Was the color chosen for a special costume? Yes___ Nb
fancy heels
15. JDo you eVer buy: mesh stockings
rhinestones trims__,
seamless
16. Do you wear stockings in
,
clocks
, butterflies
?
the simmertime? always
sometimes
never__
17. How ma;ny are there in your family including yourself who live at home with
18. Are you single___ married___ (widowed___ divorced_)?
19.
Wh it is
yolur occupation?
20.
4hat is
the heaid
21.
What does gauge and denier mean to you?
of the hou.ehold's ocupation?
Woman's age group 15-24
5-)25-34 35a44
45-64
65 and over
You?
ABPOGlDI D
BIBIiOGRA41,iY
BIBLIOGRAPHY
BOOKS
American Marketing Society, The Technique of Marketing Research, McGraw-Hill Book Co., New York, 1937.
Blankenship, A.B4, and Heidingsfield, M.S., Market and Marketing Analysis, Henry Holton and Company, New York,
1947.
Bradford, E.S., Marketing Research, McGraw-Hill Book Co.,
New York, 1951.
Brown, L.O., Market Research and Analysis, Ronald Press Co.,
New York, 1937.
Coutant, F.R., and Doubman, J.R., Simplified Market Research,
Walther Printing House, Philadelphia, 1935.
Hobart, D.M., Market Research Practice, Ronald Press Co.,
New York, 1950.
Reilly, W.J., Marketing Investigations, Ronald Press Co.,
New York, 1929.
White, P., Market Analysis, McGraw-Hill Book Co., New York,
1925.
THESES
Cantor, J.D., and Lyons, W.S., A Determination and Analysis
of the Brand Preference for Five-Cent and Ten-Cent Cand
Bars, MIT Tesis, XV, 194b.
Steiner, Jr., H.A., A Consumer Survey of the Ments Pajama
Market, MIT Thesis, XV, 1947.
Theoktistou, T., A Study of Certain Aspects of the Evaluation
of Consumer Satisfaction with Summer Textile Apparel,
MIT Thesis, XV, 1947.
PAMPHLETS
Aber, C.E., Women's Hosiery--Some Recent Market Trends,
McCall Corporation Reports, New York, 1949.
Census of Population 1950, Characteristics of the Population
of the Boston, Mass., Standard Metropolitan Area, Preliminary Report, U.S. Bureau of Census, 1951.
Footwear & Hosiery, Good Housekeeping Consumer Panel Report,
Hearst Magazines Inc., 1947.
Miller, I., Buying and Selling Hosiery, Fairchild Publication, New York, 1950.
Shoe and Hosiery Survey, Seventeen Magazine Consumer Panel,
1949.'
Style Story, Editor Report No. 35, Woments Home Companion
Reader, 194.0.